Answer:
True. Two perspectives on word-of-mouth (WOM) are valence and sentiment.
Step-by-step explanation:
The statement is true because valence and sentiment are indeed two perspectives used to analyze word-of-mouth (WOM).
1. Valence: Valence refers to the positive or negative nature of the information or opinion being shared through word-of-mouth. In the context of WOM, valence analysis focuses on determining whether the expressed sentiment is positive, negative, or neutral. It helps in understanding the overall tone or attitude associated with the WOM communication. For example, if someone is recommending a product and expressing positive experiences, it would be considered positive valence WOM.
2. Sentiment: Sentiment analysis involves examining the emotional or subjective tone of the WOM content. It aims to determine the underlying sentiment or opinion conveyed in the communication. Sentiment analysis looks beyond just the positive or negative nature of the message and delves into the nuanced emotions and attitudes expressed. It can help identify sentiments such as happiness, dissatisfaction, excitement, or disappointment in the WOM. This analysis provides a deeper understanding of the emotional impact of WOM on consumers.
Both valence and sentiment perspectives play crucial roles in analyzing and interpreting WOM data. They help researchers and marketers gain insights into the overall sentiment, emotional impact, and perceived valence of word-of-mouth communications, which can inform decision-making and marketing strategies.