![]() Specifically, five-star reviewers describe games as fun, awesome, amazing and addictive one-star reviewers describe games as boring, easy and stupid. Results from the Leximancer analysis reveal the most common themes and concepts that consumers use to describe their experience with these games. Leximancer, a content analysis package, was used to compare comments from users who provided games with a five-star rating versus a one-star rating. Consumer reviews of the four best-selling games available on Apple’s App Store were compiled. The current paper sheds light on a particular methodology that can be used to investigate what consumers say about companies, brands or products. However, online consumer reviews are unstructured and unsystematic in nature, making interpretation of these reviews an enormous challenge. Online consumer reviews have become an increasingly important source of information for both consumers (i. Using several recent case studies, we argue that this widespread practice constitutes a culturally-specific form of civic and political engagement that appears to be exerting a subtle but real influence upon state policy in this rapidly developing Southeast Asian nation. In the past year, Vietnamese netizens have turned to the digital techniques of remix and memetic culture to indirectly express and debate sentiment on issues of often-sensitive social and political relevance. New image-based social media platforms and creative practices in Vietnam are emerging as powerful tools in this regard, offering a voice to a citizenry who since 1975 have lived under an authoritarian, and not clearly delineated, legal order restricting the opinions and views eligible for public expression. In this view, social media matters most not in the streets and squares but in the social commons that Jurgen Habermas termed the public sphere. The result of this search for conformity is that people will broadcast more spontaneously communications with consensual topic, universal value or moral attached to their message or post."Īlthough social media platforms have garnered much attention in recent years for their putative role in dramatic social and political movements around the world, scholars such as Clay Shirky and Ethan Zuckerman have suggested that the real potential of such tools for change exists in the way they empower citizens to publicly articulate and debate a welter of conflicting views throughout society. There are some psychological factors that affect people and reassure them by seeing that others have similar life and make them feel well integrated into society. Digital natives‟ generation are also natural users of these tools. The real success of social networks is due to the ease given to the population to maintain their connections and sustain their group affiliation. It gives also opportunity to individuals to brand themselves by being proactive trough pertinent communication on specific topics. On a sociological perspective, Social Networks are a great opportunity to leverage Social Capital even if this usage is not the most popular and is mainly employed by students, managers and executives. Another effect of the socialisation and exchange is that the classic Word of Mouth Marketing access a new dimension because of the myriad of connections each user has on social networks to become Viral Marketing. This is still challenged by the emergence of Web3.0. Marketers react by creating new ways to evaluate Return on Investment, new Web Analytical tools to gather and interpret all the data now available as a result of information collected from users browsing. Nowadays, Facebook, Google+, LinkedIn and twitter are among the tools most used on a daily basis. ![]() Integration of social media into population has been facilitated by the omniscience of the web that went mobile with Smartphones, tablets and useful specific tools associated to them, such as Geolocation and Augmented Reality. Virtual communities through their different exchanges lead to new social interactions on the web, the final result of this trend is the creation and emergence of micro blogging, social media and social networks. The ease to edit content gives rise to content in perpetual movement, result of a collective intelligence. "Web 2.0 brought a new way to people to use the web through User Generated Content.
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