Daily Papers

In the marketing field, understanding consumer heterogeneity, which is the internal or psychological difference among consumers that cannot be captured by behavioral logs, has long been a critical challenge. However, a number of consumers today usually post their evaluation on the specific product on the online platform, which can be the valuable source of such unobservable differences among consumers. Several previous studies have shown the validity of the analysis on text modality, but on the other hand, such analyses may not necessarily demonstrate sufficient predictive accuracy for text alone, as they may not include information readily available from cross-sectional data, such as consumer profile data. In addition, recent advances in machine learning techniques, such as large-scale language models (LLMs) and multimodal learning have made it possible to deal with the various kind of dataset simultaneously, including textual data and the traditional cross-sectional data, and the joint representations can be effectively obtained from multiple modalities. Therefore, this study constructs a product evaluation model that takes into account consumer heterogeneity by multimodal learning of online product reviews and consumer profile information. We also compare multiple models using different modalities or hyper-parameters to demonstrate the robustness of multimodal learning in marketing analysis.

Podcasts are spoken documents across a wide-range of genres and styles, with growing listenership across the world, and a rapidly lowering barrier to entry for both listeners and creators. The great strides in search and recommendation in research and industry have yet to see impact in the podcast space, where recommendations are still largely driven by word of mouth. In this perspective paper, we highlight the many differences between podcasts and other media, and discuss our perspective on challenges and future research directions in the domain of podcast information access.

Review websites, such as TripAdvisor and Yelp, allow users to post online reviews for various businesses, products and services, and have been recently shown to have a significant influence on consumer shopping behaviour. An online review typically consists of free-form text and a star rating out of 5. The problem of predicting a user's star rating for a product, given the user's text review for that product, is called Review Rating Prediction and has lately become a popular, albeit hard, problem in machine learning. In this paper, we treat Review Rating Prediction as a multi-class classification problem, and build sixteen different prediction models by combining four feature extraction methods, (i) unigrams, (ii) bigrams, (iii) trigrams and (iv) Latent Semantic Indexing, with four machine learning algorithms, (i) logistic regression, (ii) Naive Bayes classification, (iii) perceptrons, and (iv) linear Support Vector Classification. We analyse the performance of each of these sixteen models to come up with the best model for predicting the ratings from reviews. We use the dataset provided by Yelp for training and testing the models.

This research explores the methods that NFTs can be recommended to people who interact with NFT-marketplaces to explore NFTs of preference and similarity to what they have been searching for. While exploring past methods that can be adopted for recommendations, the use of NFT traits for recommendations has been explored. The outcome of the research highlights the necessity of using multiple Recommender Systems to present the user with the best possible NFTs when interacting with decentralized systems.

Online reviews play a pivotal role in influencing consumer decisions across various domains, from purchasing products to selecting hotels or restaurants. However, the sheer volume of reviews -- often containing repetitive or irrelevant content -- leads to information overload, making it challenging for users to extract meaningful insights. Traditional opinion summarization models face challenges in handling long inputs and large volumes of reviews, while newer Large Language Model (LLM) approaches often fail to generate accurate and faithful summaries. To address those challenges, this paper introduces (1) a new dataset of long-form user reviews, each entity comprising over a thousand reviews, (2) two training-free LLM-based summarization approaches that scale to long inputs, and (3) automatic evaluation metrics. Our dataset of user reviews is paired with in-depth and unbiased critical summaries by domain experts, serving as a reference for evaluation. Additionally, our novel reference-free evaluation metrics provide a more granular, context-sensitive assessment of summary faithfulness. We benchmark several open-source and closed-source LLMs using our methods. Our evaluation reveals that LLMs still face challenges in balancing sentiment and format adherence in long-form summaries, though open-source models can narrow the gap when relevant information is retrieved in a focused manner.

The development and popularization of large language models (LLMs) have raised concerns that they will be used to create tailor-made, convincing arguments to push false or misleading narratives online. Early work has found that language models can generate content perceived as at least on par and often more persuasive than human-written messages. However, there is still limited knowledge about LLMs' persuasive capabilities in direct conversations with human counterparts and how personalization can improve their performance. In this pre-registered study, we analyze the effect of AI-driven persuasion in a controlled, harmless setting. We create a web-based platform where participants engage in short, multiple-round debates with a live opponent. Each participant is randomly assigned to one of four treatment conditions, corresponding to a two-by-two factorial design: (1) Games are either played between two humans or between a human and an LLM; (2) Personalization might or might not be enabled, granting one of the two players access to basic sociodemographic information about their opponent. We found that participants who debated GPT-4 with access to their personal information had 81.7% (p < 0.01; N=820 unique participants) higher odds of increased agreement with their opponents compared to participants who debated humans. Without personalization, GPT-4 still outperforms humans, but the effect is lower and statistically non-significant (p=0.31). Overall, our results suggest that concerns around personalization are meaningful and have important implications for the governance of social media and the design of new online environments.