From problem to method : designing multiview sequential canonical covariance analysis for online word-of-mouth dynamics / Xian Cao, Timothy Folta, Hongfei Li, and Ruoqing Zhu.

Format:

Book

Author/Creator:

Cao, Xian, author.

Folta, Timothy B., author.

Li, Hongfei, active 2026, author.

Zhu, Ruoqing, author.

Language:

English

Subjects (All):

Analysis of covariance--Case studies.

Analysis of covariance.

Physical Description:

1 online resource

Place of Publication:

London : SAGE Publications Ltd, 2026.

Summary:

This case study introduces a novel method-Multiview Sequential Canonical Covariance Analysis (MultiSeqCCoA)-designed to address key methodological challenges in analyzing dynamic, high-dimensional, and multientity online word-of-mouth (WOM) data. Grounded in our 2024 publication in Decision Support Systems, we developed MultiSeqCCoA to overcome three persistent limitations in existing approaches: handling unstructured and high-volume data, capturing time-sensitive changes, and identifying shared sentiment signals across competing entities or social groups.We describe the rationale behind the method's design, including our review of existing WOM analytics and the need for a sequential, multiview extension to canonical correlation analysis. We explain the practical steps involved in developing the method, discuss how we managed missing data, and outline ethical considerations in working with social media content. We also introduce two empirical settings from our original research that demonstrate the method's application: (1) the reputational crisis surrounding United Airlines during the Flight 3411 incident, and (2) partisan sentiment alignment on Twitter during the COVID-19 pandemic. These cases illustrate the method's value in detecting real-time spillovers, sentiment convergence, and dynamic shifts across multiple entities.Throughout, we reflect on practical and ethical challenges, highlight interpretability strategies, and offer guidance for researchers developing or applying complex analytical tools in digital and organizational contexts.

Notes:

Description based on XML content.

ISBN:

1-03-624241-2

9781036242411

OCLC:

1565875703

Publisher Number:

T300709