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Twitter Sentiment Analysis of New IKEA Stores Using Machine Learning
Dalarna University, School of Technology and Business Studies, Microdata Analysis.
Dalarna University, School of Technology and Business Studies, Computer Engineering.ORCID iD: 0000-0002-1429-2345
2018 (English)In: 2018 International Conference on Computer and Applications, ICCA 2018, 2018, p. 4-11, article id 8460277Conference paper, Published paper (Refereed)
Abstract [en]

This paper studied public emotion and opinion concerning the opening of new IKEA stores, specifically, how much attention are attracted, how much positive and negative emotion are aroused, what IKEA-related topics are talked due to this event. Emotion is difficult to measure in retail due to data availability and limited quantitative tools. Twitter texts, written by the public to express their opinion concerning this event, are used as a suitable data source to implement sentiment analysis. Around IKEA opening days, local people post IKEA related tweets to express their emotion and opinions on that. Such “IKEA” contained tweets are collected for opinion mining in this work. To compute sentiment polarity of tweets, lexiconbased approach is used for English tweets, and machine learning methods for Swedish tweets. The conclusion is new IKEA store are paid much attention indicated by significant increasing tweets frequency, most of them are positive emotions, and four studied cities have different topics and interests related IKEA. This paper extends knowledge of consumption emotion studies of prepurchase, provide empirical analysis of IKEA entry effect on emotion. Moreover, it develops a Swedish sentiment prediction model, elastic net method, to compute Swedish tweets’ sentiment polarity which has been rarely conducted.  

Place, publisher, year, edition, pages
2018. p. 4-11, article id 8460277
Keywords [en]
big-box effect, opinion analysis, customer emotion, elastic net model, text mining, natural language processing
National Category
Computer Sciences
Research subject
Complex Systems – Microdata Analysis
Identifiers
URN: urn:nbn:se:du-27646DOI: 10.1109/COMAPP.2018.8460277ISI: 000450258100002Scopus ID: 2-s2.0-85054497923ISBN: 9781538643716 (electronic)OAI: oai:DiVA.org:du-27646DiVA, id: diva2:1204643
Conference
International Conference on Computer and Applications, July 25th-26th, 2018, Beirut, Lebanon
Available from: 2018-05-08 Created: 2018-05-08 Last updated: 2018-11-29Bibliographically approved
In thesis
1. Who benefits when IKEA enters local markets in Sweden?: An empirical assessment using difference-in-difference analysis, synthetic control methods, and Twitter sentiment analysis
Open this publication in new window or tab >>Who benefits when IKEA enters local markets in Sweden?: An empirical assessment using difference-in-difference analysis, synthetic control methods, and Twitter sentiment analysis
2018 (English)Doctoral thesis, comprehensive summary (Other academic)
Abstract [en]

Policy makers often spend considerable amounts of money to attract IKEA to their region despite not having any empirical measurements on its expected contribution to the local economy. As such, an empirical study of the economic and social impact of new IKEA stores can aid political decision making, and contribute to the literature regarding how big-box retail entry affects the regions where they enter.

This dissertation aims to estimate: the impact of IKEA entry on incumbent retailers productivity, and investigate if the impact is heterogenus depending on local maket size, type of retail industry, distance to surrounding retailers, and firm size; IKEA entry effects on the average labor productivity in durable goods retailing in the entry regions; and, finally, public opinions regarding  IKEA entry.

For IKEA entry effects on incumbent retailers, Paper I~III separately examine four factors of potential heterogeneity. Paper I finds that market size matters: smaller rural regions have bigger IKEA effects. Paper II considers two factors: firm industry and distance, and confirms that IKEA entry effects dissipate over distance. The positive impact of IKEA entry on incumbent retailers is limited to those selling complementary goods to IKEA. No positive effects were found for the urban entry in Gothenburg in the two first papers, which is somewhat surprising. Paper III found that a positive effect exist also in Gothenburg, but it is limited to relatively small incumbent retailers with a capital stock below 1 500 000 SEK. Policy making tends to consider IKEA overall effects on entry municipalities besides IKEA spillover effects on firms. Paper V shows that rural regions are affected by IKEA entry, while larger urban markets are not.

For the social effects of IKEA, Paper VI uses Twitter text mining to study public opinions regarding IKEA entry into local markets. The new IKEA stores under study caught significant public attention at the time of entry, with mostly positive attitudes toward the new stores. The favorite topics for discussion at the time of the different IKEA entries were heterogeneous depending on location.

Methodologically, Paper I uses traditional Difference-in-Difference (DID) to have an initial understanding of IKEA entry spillover effects in four regions; Paper II extends to Spatial DID to catch the spatial interaction between firms; Paper III uses Panel Smooth Transition Regression to identify heterogenous effects due to firms size. Paper IV investigates a new treatment effects estimation aproach, Synthetic Control Method (SCM), to explore when the SCM is powerful, and how to improve its performance; Paper V then uses SCM to estimate IKEA effects at municipality level. In addition, to make SCM developed readily available for other researchers, the author of this thesis also published one web-application to implement a synthetic control method power test, and another to implement parametric & non-parametric estimation and inference.  

These findings confirm that IKEA has a positive effect on the regions where they enter. Nevertheless, governments that are to decide if to allow a big-box retail entry into their local community should be aware that the impact of such entry will depend on the size of the existing retail market, the type of existing retail industry, and the size of existing retailers in the entry region.

Place, publisher, year, edition, pages
Borlänge: Dalarna University, 2018
Series
Dalarna Doctoral Dissertations ; 7
Keywords
big-box entry effect; spatial spill-over effect; heterogeneous causal effect; difference-in-difference; synthetic control method; sentiment analysis.
National Category
Economics and Business
Research subject
Complex Systems – Microdata Analysis
Identifiers
urn:nbn:se:du-27896 (URN)978-91-85941-85-8 (ISBN)
Public defence
2018-09-14, Clas Ohlson, Borlänge, 13:00 (English)
Opponent
Supervisors
Funder
Swedish Retail and Wholesale Development Council, 2015:4
Available from: 2018-08-21 Created: 2018-06-14 Last updated: 2018-12-12Bibliographically approved

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TwitterIkea(768 kB)124 downloads
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Li, YujiaoFleyeh, Hasan

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