Title of Paper
Social media responses to service failure in the airline industry: Incorporating textual content with emojis
Abstract (150 Words)
Social media plays an important role in information sharing during tourism crises and service failure incidents. Monitoring online public responses to service failure is crucial for service providers to develop service recovery strategies. This study examines public responses on Twitter during a multi-day service failure in the airline industry. Relevant tweets for 15 days (starting on the first day of the service failure) were retrieved to detect the temporal, topical, and sentiment characteristics of the online public response. Applying automated sentiment analysis and the human rater, this study also incorporated textual content with emojis to investigate the information and emotion dynamics of the online public response. Findings suggest that the public is eager to question the reasons behind service failure. Additionally, people tend to use emojis to express their negative sentiments and convey sarcastic criticism after a service failure in the airline industry. Academic contributions and managerial implications are discussed.
Social media responses to service failure in the airline industry: Incorporating textual content with emojis
Social media plays an important role in information sharing during tourism crises and service failure incidents. Monitoring online public responses to service failure is crucial for service providers to develop service recovery strategies. This study examines public responses on Twitter during a multi-day service failure in the airline industry. Relevant tweets for 15 days (starting on the first day of the service failure) were retrieved to detect the temporal, topical, and sentiment characteristics of the online public response. Applying automated sentiment analysis and the human rater, this study also incorporated textual content with emojis to investigate the information and emotion dynamics of the online public response. Findings suggest that the public is eager to question the reasons behind service failure. Additionally, people tend to use emojis to express their negative sentiments and convey sarcastic criticism after a service failure in the airline industry. Academic contributions and managerial implications are discussed.