Trains and Twitter: Firm generated content, consumer relationship management and message framing

Tahir M. Nisar and Guru Prabhakar

Transportation Research Part A: Policy and Practice, 2018, vol. 113, issue C, 318-334

Abstract: In this paper, we examine the impact of Twitter content on users’ train journeys and how train providers’ message framing moderates these relationships. Framing regards the way in which messages are worded concerning a particular object. In many consumer markets such as train journeys, firms frame messages in both positive and negative lights to persuade individuals to make purchase decisions (take intended journeys). We thus go beyond the literature’s current focus on consumer-generated content (CGC), and bring into contention the important role that marketer-generated content (MGC) plays in shaping the social media-based consumer relationship management (CRM) strategies. Specifically, we analyze commuter tweets about 14 train operators, along with the companies’ Twitter feeds. The findings, obtained using sentiment analysis tools, suggest that consumer sentiments only moderately impact travel performance, as measured by operator ratings, CPM (consumer performance measure; a measure based on travel incidents) and firm financial performance. On the other hand, it appears that train operators use tweets in relation to their services particularly well, while keeping customers engaged by listening to and learning from criticism, thus confirming the moderating role of their Twitter-based message framing strategies. Train operators should look to maintain their social media use practices, ensuring they are consistently applied within an overarching CRM framework, particularly in key ‘pain’ areas such as delay and cancellation.

Keywords: Trains; Twitter; Sentiment; Consumer relationship management; Framing effect; Source credibility; Performance measure; Financial performance (search for similar items in EconPapers)
Date: 2018
References: Add references at CitEc
Citations: View citations in EconPapers (7)

Downloads: (external link)
http://www.sciencedirect.com/science/article/pii/S0965856417310467
Full text for ScienceDirect subscribers only

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:eee:transa:v:113:y:2018:i:c:p:318-334

Ordering information: This journal article can be ordered from
http://www.elsevier.com/wps/find/supportfaq.cws_home/regional
https://shop.elsevie ... _01_ooc_1&version=01

DOI: 10.1016/j.tra.2018.04.026

Access Statistics for this article

Transportation Research Part A: Policy and Practice is currently edited by John (J.M.) Rose

More articles in Transportation Research Part A: Policy and Practice from Elsevier
Bibliographic data for series maintained by Catherine Liu ().