Azim zarei; davood feiz; ghazale Taheri
Volume 24, Issue 4 , December 2020, , Pages 98-125
Abstract
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, ...
Read More
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.
