This study aims to investigate the contributions of online promotional marketing and online reviews as predictors of consumer product demands. Using electronic data from Amazon.com, we attempt to predict if online review variables such as valence and volume of reviews, the number of positive and negative reviews, and online promotional marketing variables such as discounts and free deliveries, can influence the demand of electronic products in Amazon.com. A Big Data architecture was developed and Node.JS agents were deployed for scraping the Amazon.com pages using asynchronous Input/Output calls. The completed Web crawling and scraping data-sets were then preprocessed for Neural Network analysis. Our results showed that variables from both online reviews and promotional marketing strategies are important predictors of product demands. Variables in online reviews in general were better predictors as compared to online marketing promotional variables. This study provides important implications for practitioners as they can better understand how online reviews and online promotional marketing can influence product demands. Our empirical contributions include the design of a Big Data architecture that incorporate Neural Network analysis which can used as a platform for future researchers to investigate how Big Data can be used to understand and predict online consumer product demands.

Purpose: – The purpose of this paper is to investigate if online reviews (e.g. valence and volume), online promotional strategies (e.g. free delivery and discounts) and sentiments from user reviews can help predict product sales.Design/methodology/approach: – The authors designed a big data architecture and deployed Node.js agents for scraping theAmazon.compages using asynchronous input/output calls. The completed web crawling and scraping data sets were then preprocessed for sentimental and neural network analysis. The neural network was employed to examine which variables in the study are important predictors of product sales.Findings: – This study found that although online reviews, online promotional strategies and online sentiments can all predict product sales, some variables are more important predictors than others. The authors found that the interplay effects of these variables become more important variables than the individual variables themselves. For example, online volume interactions with sentiments and discounts are more important than the individual predictors of discounts, sentiments or online volume.Originality/value: – This study designed big data architecture, in combination with sentimental and neural network analysis that can facilitate future business research for predicting product sales in an online environment. This study also employed a predictive analytic approach (e.g. neural network) to examine the variables, and this approach is useful for future data analysis in a big data environment where prediction can have more practical implications than significance testing. This study also examined the interplay between online reviews, sentiments and promotional strategies, which up to now have mostly been examined individually in previous studies.

This article attempts to understand how present Virtual Reality (VR) environments can contribute to enhancing the communication of cultural heritage by providing an experience of the past that is acceptable for the younger generation and how museums and cultural institutions should adopt and use such technologies. Aspects of acceptance, experience, and expectation of VR with the underlying values are not well understood but are important for the sustainability of the communication of cultural heritage as a bequest to future generations. We conducted a combined quantitative--qualitative study on the participants who have various prior experience with gaming and VR, and different levels of knowledge on the history presented within the virtual environment. This study investigates how participants accept and are stimulated in terms of personal experience and their expectations and ideas for the future of museums if VR is used for enhancing the learning of cultural heritage. Prior gaming and VR experience were investigated to see whether they do indeed influence the preference for using VR for learning cultural heritage. We demonstrated that particular age groups and background are especially agreeable to virtual reality as environments for learning and experiencing cultural heritage, regardless of their knowledge of the historical context of the virtually reconstructed site. Our findings also revealed important behaviours in our demographics group with regards to user preferred length of time and the believability of the virtual environment and how it influences aspects of their experience such as the exploration of the heritage site, familiarity, and meaning making. The study has implications for the use of VR for enhancing the experience of cultural heritage in museums and cultural institutions.

Purpose: Recently, various Twitter Sentiment Analysis (TSA) techniques have been developed, but little has paid attention to the microblogging feature – emojis, and few works have been conducted on the multi-class sentiment analysis of tweets. The purpose of this paper is to consider the popularity of emojis on Twitter and investigate the feasibility of an emoji training heuristic for multi-class sentiment classification of tweets. Tweets from the “2016 Orlando nightclub shooting” were used as a source of study. Besides, this study also aims to demonstrate how mapping can contribute to interpreting sentiments. Design/methodology/approach: The authors presented a methodological framework to collect, pre-process, analyse and map public Twitter postings related to the shooting. The authors designed and implemented an emoji training heuristic, which automatically prepares the training data set, a feature needed in Big Data research. The authors improved upon the previous framework by advancing the pre-processing techniques, enhancing feature engineering and optimising the classification models. The authors constructed the sentiment model with a logistic regression classifier and selected features. Finally, the authors presented how to visualise citizen sentiments on maps dynamically using Mapbox. Findings: The sentiment model constructed with the automatically annotated training sets using an emoji approach and selected features performs well in classifying tweets into five different sentiment classes, with a macro-averaged F-measure of 0.635, a macro-averaged accuracy of 0.689 and the MAEM of 0.530. Compared to those experimental results in related works, the results are satisfactory, indicating the model is effective and the proposed emoji training heuristic is useful and feasible in multi-class TSA. The maps authors created, provide a much easier-to-understand visual representation of the data, and make it more efficient to monitor citizen sentiments and distributions. Originality/value: This work appears to be the first to conduct multi-class sentiment classification on Twitter with automatic annotation of training sets using emojis. Little attention has been paid to applying TSA to monitor the public’s attitudes towards terror attacks and country’s gun policies, the authors consider this work to be a pioneering work. Besides, the authors have introduced a new data set of 2016 Orlando Shooting tweets, which will be made available for other researchers to mine the public’s political opinions about gun policies.