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Using Speech Acts to Elicit Positive Emotions for Complainants on Social Media
Journal of Interactive Marketing ( IF 11.8 ) Pub Date : 2021-04-20 , DOI: 10.1016/j.intmar.2021.02.001
Young Anna Argyris , Kafui Monu , Yongsuk Kim , Yilu Zhou , Zuhui Wang , Zhaozheng Yin

A carefully tailored tone in response to a complaint on social media can create positive emotions for an upset customer. However, very few studies have identified what response tones, based on an established theory, would be most effective for complaint management. This study conceptualizes a service agent's response tones based on Ballmer and Brennenstuhl's (1981) classification of speech acts and examines how an agent's use of speech acts elicit positive emotions for the complainant. Ballmer and Brennenstuhl classify speech acts within the dimensions of conventionality and dialogicality, and they suggest the two dimensions interact. Thus, we examine the impact of each dimension of speech acts and the interactions between the two dimensions on the elicitation of positive emotions for complainants. We collected over 100,000 tweets and classified firm agents' speech acts and complainants' emotions by designing deep learning architectures (i.e., bi-directional recurrent neural networks). Our fixed-effect regression results show that a low level of each speech act leads to the elicitation of customers' positive emotions but that the combination of the two erodes the individual advantages. This study expands Ballmer and Brennenstuhl's (1981) speech act classification from a speaker's perspectives to a listener's perspectives by contextualizing it in an analysis of service agents' tones and their roles in eliciting positive emotions among complainants.



中文翻译:

使用言语行为在社交媒体上唤起投诉人的积极情绪

针对社交媒体上的投诉精心设计的语气可以为不高兴的客户带来积极的情绪。但是,很少有研究根据既定的理论确定哪种响应音对于投诉管理最有效。这项研究基于鲍尔默和布雷嫩斯图尔(Ballmer and Brennenstuhl,1981)的言语行为分类概念化了服务人员的反应音调,并研究了言语行为如何使服务人员对投诉人产生积极情绪。鲍尔默和布雷嫩斯图尔将言语行为分类为常规性和对话性,并建议这两个方面是相互影响的。因此,我们研究了言语行为每个维度的影响以及这两个维度之间的相互作用对投诉人积极情绪的激发。我们收集了100多个 通过设计深度学习架构(即双向递归神经网络),000条推文和分类的公司特工的言语举止和投诉人的情绪。我们的固定效果回归结果表明,每种言语行为的低水平都会引起客户的积极情绪,但两者的结合会侵蚀个人优势。这项研究通过分析服务代理人的语气及其在投诉人中引起积极情绪的作用,将鲍尔默和布雷嫩斯图尔(Ballmer and Brennenstuhl(1981))的言语行为分类从说话者的角度扩展到听者的角度。我们的固定效果回归结果表明,每种言语行为的低水平都会引起客户的积极情绪,但两者的结合会侵蚀个人优势。这项研究通过分析服务代理人的语气及其在投诉人中引起积极情绪的作用,将鲍尔默和布雷嫩斯图尔(Ballmer and Brennenstuhl(1981))的言语行为分类从说话者的角度扩展到听者的角度。我们的固定效果回归结果表明,每种言语行为的低水平都会引起客户的积极情绪,但两者的结合会侵蚀个人优势。这项研究通过分析服务代理人的语气及其在投诉人中引起积极情绪的作用,将鲍尔默和布雷嫩斯图尔(Ballmer and Brennenstuhl(1981))的言语行为分类从说话者的角度扩展到听者的角度。

更新日期:2021-04-20
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