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Mining online community data: the nature of ideas in online communities


Christensen, Kasper; Scholderer, Joachim; Liland, Hovde Kristian; Kvaal, Knut; Risvik, Einar; Biancolillob, Alessandra; Norskov, Sladjana; Tormod, Naes (2017). Mining online community data: the nature of ideas in online communities. Food Quality and Preference, 62:246-256.

Abstract

Ideas are essential for innovation and for the continuous renewal of a firm’s product offerings. Previous research has argued that online communities contain such ideas. Therefore, online communities such as forums, Facebook groups, blogs etc. are potential gold mines for innovative ideas that can be used for boosting the innovation performance of the firm. However, the nature of online community data makes idea detection labor intensive. As an answer to this problem, research has shown that it might be possible to detect ideas from online communities, automatically. Research is however, yet to provide an answer to what is it that makes such automatic idea detection possible?
Our study is based on two datasets from dialogue between members of two distinct online communities. The first community is related to beer. The second is related to Lego. We generate machine learning classifiers based on Support Vector Machines and Partial Least Squares that can detect ideas from each respective online community. We use partial least squares to investigate what are the words and expressions that allows for automatic classification of ideas. We conclude that ideas from the two online communities, contains suggestion/solution words and expressions and it is these that make automatic idea detection possible. In addition we conclude that the nature of the ideas in the beer community seems to be related to the brewing process. The nature of the ideas in the Lego community seems to be related to new products that consumers would want.

Abstract

Ideas are essential for innovation and for the continuous renewal of a firm’s product offerings. Previous research has argued that online communities contain such ideas. Therefore, online communities such as forums, Facebook groups, blogs etc. are potential gold mines for innovative ideas that can be used for boosting the innovation performance of the firm. However, the nature of online community data makes idea detection labor intensive. As an answer to this problem, research has shown that it might be possible to detect ideas from online communities, automatically. Research is however, yet to provide an answer to what is it that makes such automatic idea detection possible?
Our study is based on two datasets from dialogue between members of two distinct online communities. The first community is related to beer. The second is related to Lego. We generate machine learning classifiers based on Support Vector Machines and Partial Least Squares that can detect ideas from each respective online community. We use partial least squares to investigate what are the words and expressions that allows for automatic classification of ideas. We conclude that ideas from the two online communities, contains suggestion/solution words and expressions and it is these that make automatic idea detection possible. In addition we conclude that the nature of the ideas in the beer community seems to be related to the brewing process. The nature of the ideas in the Lego community seems to be related to new products that consumers would want.

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Additional indexing

Item Type:Journal Article, not refereed, original work
Communities & Collections:03 Faculty of Economics > Center for Corporate Responsibility and Sustainability
Dewey Decimal Classification:330 Economics
Uncontrolled Keywords:Machine Learning, Text mining, Natural language processing, Online communities, ideas partial least square, support vector machines
Language:English
Date:6 June 2017
Deposited On:07 Aug 2017 16:29
Last Modified:20 Aug 2017 01:02
Publisher:Elsevier
ISSN:0950-3293
Publisher DOI:https://doi.org/10.1016/j.foodqual.2017.06.001

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