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Linguistic Elements of Engaging Customer Service Discourse on Social Media

Sonam SinghAnthony Rios
Dec 2022
摘要
Customers are rapidly turning to social media for customer support. Whilebrand agents on these platforms are motivated and well-intentioned to help andengage with customers, their efforts are often ignored if their initialresponse to the customer does not match a specific tone, style, or topic thecustomer is aiming to receive. The length of a conversation can reflect theeffort and quality of the initial response made by a brand toward collaboratingand helping consumers, even when the overall sentiment of the conversationmight not be very positive. Thus, through this study, we aim to bridge thiscritical gap in the existing literature by analyzing language's content andstylistic aspects such as expressed empathy, psycho-linguistic features,dialogue tags, and metrics for quantifying personalization of the utterancesthat can influence the engagement of an interaction. This paper demonstratesthat we can predict engagement using initial customer and brand posts.
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