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Reading Between the Lines: Understanding Customer Experience With Disruptive Technology

LIWC Research Series:


The COVID-19 pandemic has brought unprecedented changes to the business landscape, forcing businesses to move online, with many utilizing enterprise video conferencing to maintain daily operations. To ensure efficient digitization, many turned to the online reviews of others’ experiences with enterprise video conferencing before engaging with it themselves. This research examined how the customer experience is portrayed through emotional tone and word choice in online reviews for the enterprise video conferencing platform Zoom.


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Citation:

Robertson J, Ferreira C, Paschen J. Reading Between the Lines: Understanding Customer Experience With Disruptive Technology Through Online Reviews. Australasian Marketing Journal. 2021;29(3):215-224. doi:10.1177/1839334921999487