Position: Home >> Glossary

1. Buzz >>Top

  Online discussion via online channels is considered as buzz. The word originates from the "sound" of lots of people talking (also, the sound that a bee makes).

2. Buzz Driver >>Top

  The general aspects of certain category/brand/product that drive netizens' online discussion, such as price, appearance, customer service etc.

3. Buzz Attribute >>Top

  The sub-class of Buzz Driver which includes more detailed catalogues. For example: "CPU", "Graphic Card" and "Memory" are Attributes under the Driver "Configuration".

4. Buzz Volume >>Top

  The amount of IWOM discussion within online communities, which can be related to a particular brand/product/driver/attribute, it is usually measured by the number of posts, conversations or posters; the higher numerical value indicates hotter discussion within the online community.

5. Post、Topic Post&Reply/Reply Post >>Top

  Post: The messages posted on online social media, including topic post and reply post.

  Topic Post: First post of one subject of discussion, which is normally used in the context of mailing lists, discussion groups, discussion forums, bulletin boards, newsgroups and wikis.

  Reply/Reply Post: Comments and response words to the online discussion topics.

6.Conversation&New Conversation >>Top

  Conversation: A conversation is a set of posts talking about one topic. It usually has one "Topic Post" and a couple of “Reply Post”.

  New Conversation: The newly generated conversation in a specific period, its topic post must be in the specified period.

7. Poster >>Top

  Refers to the netizens who have valid accounts in specific online community and post messages on online platforms like BBS, Blog or video sharing sites.

8. Participation >>Top

  Also called Poster Participation Rate (PPR). PPR is one of the online community interaction indexes. It is the average number of posters per conversation. A higher value indicates more posters talking about the topic about particular categories, brands/products, driver/attributes etc.

9. Passion >>Top

  Also called Posting Rate (PR). PR is one of the online community passion indexes. It is the average number of posts (including topic posts and reply posts) per poster. PR represents netizens' passion towards discussing certain category, brand/product, driver/attribute or other topics within online communities. A higher value indicates that community members are more engaged about particular categories, brands/products, driver/attribute or other topics within online communities.

10. Creativity >>Top

  Also called Topic Creation Factor (TCF). TCF is one of the online community creativity indexes. It is the ratio between new conversations and all conversations. TCF represents the degree of netizens’ creativity on new IWOM conversations. A higher value indicates more creativity and original activity surrounding particular categories, brands/products, driver/attributes or other topics within online communities.

11. Interactivity >>Top

  Also called Conversation Participation Rate (CPR). CPR is one of the online community interaction indexes. It is the average number of posts per conversation and represents netizens' interactivity within IWOM conversations. A higher value indicates more replies around "hot" topics about particular categories, brands/products, driver/attributes or other topics within online communities.

12. IWOM Health Matrix >>Top

  IWOM Health Matrix is a comparative analysis across selected brand/products: X axis (horizontal axis) stands post number, Y axis (vertical axis) refers to buzz sentiment (higher NSR means more positive), circle size represents poster number, solid circle is current month, hollow circle is previous month. The position of every brand is determined by the post number and net sentiment rate (NSR) of the brand. For the brands with high NSR but low post number, they may need to improve marketing communication to consumers and spread their good reputation more effectively; for the brands with high post number but low NSR, they may need to focus on improving consumer satisfaction and enhancing the brand buzz sentiment.

13. Sentiment >>Top

  Sentiment is an attitude, thought, or judgment, mainly based on emotion instead of reason.

  - Positive Sentiment: shows subjects' love, praise, preference or similar feelings to objects.

  - Negative Sentiment: shows subjects' hate, dislike, loath or similar feelings to objects.

14. Net Sentiment Rate (NSR) >>Top

  Net Sentiment Rate (NSR) = (Positive sentiment rate - negative sentiment rate)/ (Positive sentiment rate + negative sentiment rate) *100%

15. E-community >>Top

  E-community contains three key elements: platform, topics and members. Platforms indicate the communicating platforms such as BBS, comments, blog, Wikipedia, instant messaging and so on. Community topics are the messages which can meet the special needs of the community members or arouse their common interests so as to join the community activities. Community members are those who gather and live in the community. All these elements form the real culture and environment of E-community.

16. Efluencer >>Top

  All the netizens who are discussing brands, products or services by posting content via online platforms like BBS, Blog and Video Sharing sites.

  Efluencer indexes:

  Reflect the Passion of efluencers:

  - Post: The number of messages posted on the online community by the efluencer, including topic post and reply post.

  - Reply to Others: The reply post generated by the efluencer to the conversations initiated by other posters.

  - Self Reply: The reply post generated by the efluencer to the conversations initiated by the efluencer himself.

  Reflect the Interactivity of efluencers:

  - Participated Conversation: the total conversations the efluencer participated, i.e. either he/she initiated or replied.

  - Initiated Conversation: the conversations initiated by the efluencer himself/herself.

  - Replied Conversation: the conversations replied by the efluencer and initiated by the other posters.

  Reflect the Influence of efluencers:

  - Evoked Reply: The other posters' replies to all the conversations initiated by the efluencer.

  Reflect the Network of efluencers:

  - Evoked Replier: The other posters who have replied the conversations initiated by the efluencer.

17. Internet Word of Mouth (IWOM) >>Top

  Text and multimedia content related to companies, products or services shared by netizens, including brands and consumers, via online community platforms such as BBS (online message boards), blogs and video sites.