A sociolinguistic study on emotional communication: The influence of gender and emotions on the presence of codeswitching in hotel reviews.

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2021-06-16
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en
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Online reviews are often of great importance for organizations as reviews show them how consumers experience the products or services offered. Moreover, online reviews may help companies to solve possible problems and manage their image and online reputation. Business intelligence tools often help review analysts to analyse consumers’ evaluative comments, but these software programs are not able to analyse codeswitching as well as the nature of such an evaluative comment. This study investigated by means of a corpus analysis of Spanglish reviews on TripAdvisor whether there is a correlation between the type of codeswitching and the type of review and whether gender differences in emotional behaviour play a role. The results showed that neither emotions nor gender influence the type of codeswitching, i.e. organizations should consider reviews but not the type of codeswitching, nor the gender of the reviewer as these do not influence the valence of the review.
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Faculteit der Letteren