Abstract
While traditional word of mouth is used in small groups of
people, electronic (Word of Mouth- eWoM) is considered one of the most
influential informal media among consumers, businesses, and the population at
large. We present how eWoM can be measured easily and economically, during a
crisis period. For this purpose, we use a case study of the Greek airline
“Aegean Airlines”, in order to investigate what kind of sentiment dominates
among users and therefore the type of eWoM that is spreading especially through
the central hubs of the company’s social network on Twitter. By performing text
and sentiment analysis on the tweets text, we observe that even with the
extreme measures in effect due to the COVID-19 pandemic, the general sentiment
for Aegean remains positive over time. Moreover, we further highlighted the top
users by frequency and context of tweets (influencers) regarding the airline
and examined how they affect the spread of the eWoM, positive or negative, and
what this means for the company’s reputation. In conclusion, we argue that a
substantial percentage of users are exposed to positive eWoM regarding Aegean,
and therefore, it is more likely that those users might choose it for their
future trips, and recommend it to others, further strengthening its brand name.
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IJBMS by IPRPD is licensed under a Creative Commons Attribution 4.0 International License.