VOX POPULI: THREE ESSAYS ON THE USE OF SOCIAL MEDIA FOR VALUE CREATION IN SERVICES

Prior research shows that electronic word of mouth (eWOM) wields considerable influence over consumer behavior. However, as the volume and variety of eWOM grows, firms are faced with challenges in analyzing and responding to this information. In this dissertation, I argue that to meet the new challenges and opportunities posed by the expansion of eWOM and to more accurately measure its impacts on firms and consumers, we need to revisit our methodologies for extracting insights from eWOM. This dissertation consists of three essays that further our understanding of the value of social media analytics, especially with respect to eWOM. In the first essay, I use machine learning techniques to extract semantic structure from online reviews. These semantic dimensions describe the experiences of consumers in the service industry more accurately than traditional numerical variables. To demonstrate the value of these dimensions, I show that they can be used to substantially improve the accuracy of econometric models of firm survival. In the second essay, I explore the effects on eWOM of online deals, such as those offered by Groupon, the value of which to both consumers and merchants is controversial. Through a combination of Bayesian econometric models and controlled lab experiments, I examine the conditions under which online deals affect online reviews and provide strategies to mitigate the potential negative eWOM effects resulting from online deals. In the third essay, I focus on how eWOM can be incorporated into efforts to reduce foodborne illness, a major public health concern. I demonstrate how machine learning techniques can be used to monitor hygiene in restaurants through crowd-sourced online reviews. I am able to identify instances of moral hazard within the hygiene inspection scheme used in New York City by leveraging a dictionary specifically crafted for this purpose. To the extent that online reviews provide some visibility into the hygiene practices of restaurants, I show how losses from information asymmetry may be partially mitigated in this context. Taken together, this dissertation contributes by revisiting and refining the use of eWOM in the service sector through a combination of machine learning and econometric methodologies.

Generating Discriminative Objective Proposals via Submodular Ranking

Object recognition has long been a core problem in computer vision. To improve object spatial support and speed up object localization for object recognition, generating high-quality category-independent object proposals as the input for object recognition system has drawn attention recently. Given an image, we generate a limited number of high-quality and category-independent object proposals in advance and used as inputs for many computer vision tasks. We present an efficient dictionary-based model for image classification task. We further extend the work to a discriminative dictionary learning method for tensor sparse coding. In the first part, a multi-scale greedy-based object proposal generation approach is presented. Based on the multi-scale nature of objects in images, our approach is built on top of a hierarchical segmentation. We first identify the representative and diverse exemplar clusters within each scale. Object proposals are obtained by selecting a subset from the multi-scale segment pool via maximizing a submodular objective function, which consists of a weighted coverage term, a single-scale diversity term and a multi-scale reward term. The weighted coverage term forces the selected set of object proposals to be representative and compact; the single-scale diversity term encourages choosing segments from different exemplar clusters so that they will cover as many object patterns as possible; the multi-scale reward term encourages the selected proposals to be discriminative and selected from multiple layers generated by the hierarchical image segmentation. The experimental results on the Berkeley Segmentation Dataset and PASCAL VOC2012 segmentation dataset demonstrate the accuracy and efficiency of our object proposal model. Additionally, we validate our object proposals in simultaneous segmentation and detection and outperform the state-of-art performance. To classify the object in the image, we design a discriminative, structural low-rank framework for image classification. We use a supervised learning method to construct a discriminative and reconstructive dictionary. By introducing an ideal regularization term, we perform low-rank matrix recovery for contaminated training data from all categories simultaneously without losing structural information. A discriminative low-rank representation for images with respect to the constructed dictionary is obtained. With semantic structure information and strong identification capability, this representation is good for classification tasks even using a simple linear multi-classifier.