Submitted to Information Systems Research manuscript (Version: August 18, 2018) The Voice of the Customer: Managing Customer Care in Twitter We investigate digital customer care in the Telecommunications industry. The primary goal is to determine an optimal strategy to manage customer sentiment on social media sites such as Twitter. We also aim to identify factors and external events that can in uence the eectiveness of customer care. Recently, managing customer sentiment { particularly on social media { has become crucial as more customers have started to use social media to seek help from rms. Our study uses data consisting of sentiments expressed by customers directed at Twitter's service accounts of four major U.S. telecommunication- service providers: AT&T, Verizon, Sprint and T- Mo

Join for free to read