Dissertation Proposal
Submitted by: Muhammad Zeeshan
B01658630
MBA Digital Marketing
1/29/2024
Working Title
E-commerce in the UK: A Sentiment-Based Analysis of Consumer Preferences
Introduction
The shift in consumer purchasing patterns towards online platforms has significantly altered the
retail landscape, particularly in the UK. The rapid growth of e-commerce not only presents new
opportunities but also challenges in understanding and responding to consumer needs and
preferences. This is evident in the way customer feedback, primarily through online reviews,
influences purchasing decisions and brand perception. The direct correlation between online
reviews and purchasing decisions in the e-commerce sector remains an area ripe for
exploration.
Problem Statement
In the realm of e-commerce, consumer reviews play a pivotal role in shaping purchasing
decisions and brand loyalty. However, there's a noticeable gap in how businesses utilize this
wealth of consumer sentiment data. Many e-commerce entities struggle to effectively analyze
and integrate consumer feedback into their strategic decision-making processes. This gap poses
a significant management problem, as it hinders the ability of businesses to adapt to consumer
needs, improve customer satisfaction, and tailor their marketing strategies accordingly. The
complexity lies in systematically analyzing and interpreting the sentiments expressed in
consumer reviews, which are often vast in number and varied in content.
Research Question
The core research question is: How can sentiment analysis of consumer reviews in the UK ecommerce sector be effectively utilized to enhance customer satisfaction and inform business
strategies? This question aims to explore the potential of sentiment analysis in transforming
raw consumer feedback into actionable business insights.
Literature Review
Sentiment Analysis Techniques: Understanding the methodologies and tools used in sentiment
analysis is crucial. Liu (2012) provides a comprehensive overview of sentiment analysis and
opinion mining techniques. Pang & Lee (2008) offer insights into the methods and algorithms
used in analyzing sentiments in text.
Consumer Behavior in Digital Markets: The work of Kotler & Keller (2016) is seminal in
understanding marketing management, including consumer behavior in online settings. Blythe
(2013) explores consumer psychology, providing a foundation for understanding consumer
decision-making processes.
Influence of Online Reviews on Consumer Decisions: Chevalier & Mayzlin (2006) investigate the
effect of word of mouth on sales, particularly in online book reviews. Hennig-Thurau et al.
(2004) discuss the impact of electronic word-of-mouth on consumer behavior.
E-commerce Trends and Consumer Feedback: Moe & Trusov (2011) examine the relationship
between social media, consumer behavior, and e-commerce. Smith & Brynjolfsson (2001)
analyze consumer decision-making in online shopping environments.
Application of AI in E-commerce: Huang & Rust (2018) discuss the role of artificial intelligence
in enhancing customer service in the e-commerce sector.
Additional References:
 Tussyadiah & Park (2018) Consumer evaluation in hotel reviews.
 Godes & Mayzlin (2004) The impact of online reviews on product sales.
 Ghose & Ipeirotis (2011) Estimating the helpfulness and economic impact of product
reviews.
 Hu, Pavlou & Zhang (2009) Overcoming the J-shaped distribution of product reviews.
 Mudambi & Schuff (2010) What makes a helpful online review?
 Dellarocas (2003) The digitization of word-of-mouth.
 Kozinets (2002) The field behind the screen: Using netnography for marketing research
in online communities.
 Chatterjee (2001) Online reviews: Do consumers use them?
 Lee & Youn (2009) Electronic word of mouth (eWOM): How eWOM platforms influence
consumer product judgment.
 Zhang, Craciun & Shin (2010) When does electronic word-of-mouth matter?
Research Methodology
The methodology for this research will adopt a manual approach, focusing on hands-on data
collection and analysis.
Data Collection:
1. Selection of E-commerce Platforms: The study will target major UK e-commerce platforms
like Amazon UK and eBay UK. These platforms will be chosen based on their market presence,
the diversity of consumer products they offer, and their influence in the e-commerce sector.
This step ensures a comprehensive overview of the current e-commerce landscape in the UK.
2. Manual Collection of Consumer Reviews: A systematic approach will be employed to collect
consumer reviews. This will involve manually browsing through high-traffic product categories
and selecting reviews that are representative of consumer opinions. The aim is to gather a
broad range of feedback encompassing various products and user experiences.
3. Data Recording: For each selected review, key information will be meticulously recorded.
This includes the full text of the review, the star rating given, the date when the review was
posted, the name of the product, and, if available, the general location of the reviewer. This
information will be transcribed into a structured spreadsheet format, facilitating ease of
analysis.
Data Analysis:
1. Qualitative Sentiment Analysis: Each review will be manually examined to assess its overall
sentiment – categorizing it as positive, negative, or neutral. This step involves a nuanced
interpretation of the language and tone used in the review, going beyond surface-level
assessment to understand the underlying customer sentiments.
2. Thematic Analysis: The reviews will be analyzed to identify key themes and patterns. This
includes recognizing and documenting recurrent topics such as product quality, customer
service efficiency, and perceived value for money. This thematic analysis aims to uncover
deeper insights into consumer attitudes and preferences.
3. Comparative Analysis: The sentiments and themes identified in the reviews will be compared
across different products and e-commerce platforms. This comparison will help in
understanding how consumer perceptions vary across different contexts and identifying both
unique and shared trends in consumer feedback.
Problems and Limitations
The primary challenge is the time-intensive nature of manual data collection, which might limit
the scale of data gathered. Additionally, manual analysis may introduce subjective bias,
affecting the consistency of sentiment categorization. To mitigate these issues, a systematic
approach to data collection will be employed, and multiple readings of the reviews will be
conducted to ensure objectivity and reliability in sentiment categorization.
Project Schedule
Week 1-2: Literature Review and Selection of E-commerce Platforms
Week 3-4: Manual Data Collection
Week 5-6: Data Analysis
Week 7-8: Drafting the Report
Week 8-9: Revisions and Final Submission
Conclusion
This research proposal aims to bridge the gap in understanding and utilizing consumer
sentiment data in the UK e-commerce sector. By adopting a manual approach to data collection
and analysis, this study seeks to offer insightful and actionable findings that can inform business
strategies and enhance customer satisfaction in the rapidly evolving online retail landscape.
References:
 Liu, B. (2012). Sentiment Analysis and Opinion Mining. [Book]
 Pang, B., & Lee, L. (2008). Opinion Mining and Sentiment Analysis. Foundations and
Trends in Information Retrieval, 2(1-2), 1-135.
 Kotler, P., & Keller, K. L. (2016). Marketing Management. [Book]
 Blythe, J. (2013). Consumer Behaviour. [Book]
 Chevalier, J. A., & Mayzlin, D. (2006). The Effect of Word of Mouth on Sales: Online Book
Reviews. Journal of Marketing Research, 43(3), 345-354.
 Hennig-Thurau, T., Gwinner, K. P., Walsh, G., & Gremler, D. D. (2004). Electronic Wordof-Mouth via Consumer-Opinion Platforms: What Motivates Consumers to Articulate
Themselves on the Internet? Journal of Interactive Marketing, 18(1), 38-52.
 Moe, W. W., & Trusov, M. (2011). The Value of Social Dynamics in Online Product
Ratings Forums: A Random Effects Hierarchical Model Approach. Journal of Marketing
Research, 48(3), 444-456.
 Smith, M. D., & Brynjolfsson, E. (2001). Consumer Decision-Making in Online Shopping
Environments: The Effects of Interactive Decision Aids. Management Science, 49(4),
1439-1462.
 Huang, M. H., & Rust, R. T. (2018). Artificial Intelligence in Service. [Book]
 Tussyadiah, I., & Park, S. (2018). Consumer evaluation in hotel reviews. Journal of Travel
Research, 57(2), 180-193.
 Godes, D., & Mayzlin, D. (2004). The Impact of Online Reviews on Product Sales.
Marketing Science, 23(4), 438-455.
 Ghose, A., & Ipeirotis, P. G. (2011). Estimating the Helpfulness and Economic Impact of
Product Reviews: Mining Text and Reviewer Characteristics. IEEE Transactions on
Knowledge and Data Engineering, 23(10), 1498-1512.
 Hu, N., Pavlou, P. A., & Zhang, J. (2009). Overcoming the J-Shaped Distribution of
Product Reviews. Communications of the ACM, 52(10), 144-147.
 Mudambi, S. M., & Schuff, D. (2010). What Makes a Helpful Online Review? A Study of
Customer Reviews on Amazon.com. MIS Quarterly, 34(1), 185-200.
 Dellarocas, C. (2003). The Digitization of Word-of-Mouth: Promise and Challenges of
Online Feedback Mechanisms. Management Science, 49(10), 1407-1424.
 Kozinets, R. V. (2002). The Field behind the Screen: Using Netnography for Marketing
Research in Online Communities. Journal of Marketing Research, 39(1), 61-72.
 Chatterjee, P. (2001). Online Reviews: Do Consumers Use Them? Advances in Consumer
Research, 28(1), 129-133.
 Lee, M. S., & Youn, S. (2009). Electronic Word of Mouth (eWOM): How eWOM Platforms
Influence Consumer Product Judgment. International Journal of Advertising, 28(3), 473499.
 Zhang, Z., Craciun, G., & Shin, D. (2010). When Does Electronic Word-of-Mouth Matter?
A Study of Consumer Product Reviews. Journal of Business Research, 63(12), 1336-1341.