ABSTRACT

The research concentrates on describing how emotions are shared on private and public digital affect cultures. Two case study units are selected from private and public environments. Further, the Facebook page of both units is analyzed and data are collected using Netvizz.App. The collected data are processed using sentiment analysis and social network analysis; the former brings forward the type of emotions that are disseminated within the digital affect communities while the latter is used for emphasizing how the emotions flow among members. The results show that several differences occur between the two entities in terms of behavior and emotional content. The former provides the environment and supports members’ interactions; as a consequence, its members share neutral, positive, and negative emotions with the moderator and also with one another. The latter provides the environment and fosters members’ interaction with the moderator; as a consequence, it is the main emotional generator while its members act as receivers. These findings have heoretical andpractical implications; on the one hand, they extend the literature on digital affect cultures while on the other hand, they help managers understand how their stakeholders feel and how do they chose to share their emotions through social media.

摘要

该研究专注于描述如何在私人和公共数字影响文化中分享情感。从私人和公共环境中选择了两个案例研究单元。此外，使用 Netvizz.App 分析两个单位的 Facebook 页面并收集数据。收集到的数据使用情感分析和社交网络分析进行处理；前者提出了在数字情感社区中传播的情感类型，而后者则用于强调情感如何在成员之间流动。结果表明，这两个实体在行为和情感内容方面存在一些差异。前者提供环境，支持会员互动；因此，其成员分享中立、积极、以及与主持人以及彼此之间的负面情绪。后者提供环境并促进成员与主持人的互动；因此，它是主要的情感发生器，而其成员则充当接收者。这些发现具有理论和实践意义；一方面，他们扩展了有关数字情感文化的文献，另一方面，他们帮助管理人员了解他们的利益相关者的感受以及他们如何选择通过社交媒体分享他们的情绪。