نویسندگان
1 دانشیار، گروه مدیریت بازرگانی، دانشکده اقتصاد، مدیریت و علوم اداری، دانشگاه سمنان، سمنان، ایران.
2 استاد، گروه مدیریت بازرگانی، دانشکده اقتصاد، مدیریت و علوم اداری، دانشگاه سمنان، سمنان، ایران.
3 دانشجوی دکتری، گروه مدیریت بازرگانی، دانشکده اقتصاد، مدیریت و علوم اداری، دانشگاه سمنان، سمنان، ایران.
چکیده
با توسعه فناوریهای مبتنی بر وب 0/2 و ابزارهای مفید رسانههای اجتماعی در سازمانها، نحوه عملکرد سیستمهای اطلاعاتی سازمان به جهت کسب هوشمندی رقابتی بهبود یافته است. یکی از بهترین منابع اطلاعاتی، محتوای تولیدشده کاربران در مورد شرکت، محصول و رقبا است که در رسانههای اجتماعی به اشتراک گذاشته میشود و شرکتها میتوانند با استفاده از تکنیکهای تحلیلی در کلان دادهها از الگوی دانش پنهان در این اطلاعات بهرهمند شوند. از این رو مهمترین اهداف این پژوهش، ارائه چارچوب هوشمندی بازار اجتماعی مبتنی بر وب 0/2 با استفاده از تکنیک متنکاوی در وبسایتهای رسانههای اجتماعی و همچنین مقایسه وضعیت هوشمندی بازار 0/2 در بین دو برند امرسان و سامسونگ از طریق تحلیلرقابتی میباشد. روش این پژوهش از نوع کیفی و نحوه گردآوری دادهها، بهرهگیری از مرور ادبیات، مصاحبه با خبرگان و همچنین استفاده از تکنیک متنکاوی در میان 3860 داده متنی مشتریان در رسانههای اجتماعی میباشد. با مرور ادبیات و مصاحبه با خبرگان، 4 بُعد اصلی هوشمندی بازار اجتماعی 0/2 مشخص گردید. سپس از تکنیک خوشهبندی برای استخراج مهمترین شاخصها و زیرشاخصهای مؤثر در هر یک از ابعاد، استفاده گردید که همه آنها به تأیید خبرگان رسیدند. به منظور بررسی مقایسهای وضعیت هوشمندی بازار اجتماعی 0/2 در بین برندها نیز از تحلیل احساسی کلمات استفاده شد که نتایج آن نشان میدهد، برند سامسونگ نسبت به امرسان در اکثر شاخصها نظرات مثبت مشتریان را به خود جلب کرده است. درنهایت به دلیل وجود ارتباطات پنهان در شاخصهای اصلی، از روش ساختاری- تفسیری برای تعیین روابط بین آنها استفاده گردید.
کلیدواژه‌ها
عنوان مقاله [English]
Providing Social Market Intelligence Framework based on web 2.0 Using Text-Mining Technique on Social Media Websites (Case Study: Competitive Analysis between Samsung and Emersun Brands)
نویسندگان [English]
- Azim zarei 1
- davood feiz 2
- ghazale Taheri 3
چکیده [English]
With the development of Web 2.0 technologies and social media tools in organizations, the way of the organizationchr('39')s information systems operation has improved to gain competitive intelligence. The best sources of information in organizations is user generated content about the company, product and competitors that are shared on social media and companies can take advantage of the hidden knowledge pattern in this information by using analytical technique in big data. To this end, important goals of this study are providing social market intelligence framework based on web 2.0 Using Text-Mining on Social Media and also comparing web 2.0 social market intelligence status between Emersun and Samsung brands through competitive analysis. The method of this study is qualitative and the way of data gathering is done through literature review, interview with experts and also using text mining among 3860 customer textual data. The findings of the literature review and interviews led to the presentation of 4 dimensions of the web 0.2 based social market intelligence framework. The clustering technique was used to extract the indicators and sub-indicatores in each of the dimensions, all of which were confirmed by the experts. In order to compare the web 2.0 based social market intelligence status of brands, Emotional analysis of words was used, and the results show that the Samsung brand has attracted positive reviews from customers in most of the indicators. Finally, due to the existence of hidden relationships in the main indicators, structural-interpretive method was used to determine the relationships between them.
کلیدواژه‌ها [English]
- Competitive Intelligence
- Emotional Analysis of Words
- Social Market Intelligence 2.0
- Social Media
- Structural-Interpretive Modeling
- Text-mining Technique
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