Value Co-Destruction: a Text-Mining-Based Mixed Method Study on Social Media Interactions

To better understand how big data interconnects firms and customers, we analyse the role of customers’ emotions in the process of value co-destruction in a social media context. We perform a text mining based algorithm capable of identifying anger, expectation, disgust, fear, and sadness in peaks of problematic social interactions. The developed algorithm associated with an in-depth qualitative analysis shows how to employ unstructured big data to understand the role of negative emotions in the process of value co-destruction.