BIO

Francisco Villarroel Ordenes is Assistant Professor of Marketing at the Isenberg School of Management, University of Massachusetts Amherst. His work has centered on the phenomenon of big text data (e.g. consumer reviews, online brand content) and their business implications. Through this research, Francisco has achieved substantial expertise in the use of linguistic frameworks and text mining as methods to develop accurate measures of consumers’ sentiments expressions and brand content strategies in social media, assessing their impact on online sales and e-WOM. Francisco’s publications have appeared in the Journal of Service Research, Journal of Consumer Research, and Journal of Advertising among others.