社会媒体分析在提供产品情报中的作用:一项定性研究

IF 2.8 4区 管理学 Q1 INFORMATION SCIENCE & LIBRARY SCIENCE Data Base for Advances in Information Systems Pub Date : 2023-07-31 DOI:10.1145/3614178.3614184
Jiwat Ram, Chang-li Zhang
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引用次数: 0

摘要

在商业中使用社交媒体正在成为获取商业智能的新常态。虽然社交媒体分析(SMA)在商业智能的某些方面的研究工作正在增加,但SMA如何促进产品智能(PI)的知识仍然非常有限。为了解决这一差距,使用NVivo编码和矩阵查询对定性访谈的数据进行了分析。结果表明,产品、流程和人员支持提供支持sma的PI的机制。服务于两个目标,人充当(1)提供关于产品和过程的见解的管道,(2)收集行为见解的主体。收集到的产品PI可以帮助了解过程的有效性,并用于计划、产品和促销策略的开发。由于SM的冲动性,虽然SMA的PI效用可能仅限于获得中短期利益,但它是客户和市场情绪的重要指标。从理论上讲,该研究开发了一个SMA支持的PI框架,强调了产生PI的机制,并推进了SMA在提高业务效率方面的作用。研究结果为管理人员提供了有关杠杆和限制的见解,以指导SMA策略的设计以获得PI。
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The Role of Social Media Analytics in Providing Product Intelligence: A Qualitative Study
The use of social media for business is becoming a new norm for gaining business intelligence. While research work is increasing on social media analytics (SMA) for some aspects of business intelligence, the knowledge of how SMA facilitates product intelligence (PI) is still very limited. To address the gap, the data from qualitative interviews was analyzed using NVivo coding and matrix queries. The results show that products, processes, and people underpin the mechanism for providing SMA-enabled PI. Serving dichotomous objectives, people act as (1) conduits for providing insights about products and processes and (2) subjects for gathering behavioral insights. The PI gathered about the products could help understanding of the process effectiveness and be used for planning, product, and promotional strategy development. Because of the impulsive nature of SM, while the utility of PI from SMA may be limited to gaining short-to-medium-term benefits, it is an important indicator of customer and market sentiments. Theoretically, the study develops a framework of SMA-enabled PI, highlighting the mechanism that yields PI and advancing knowledge on the role of SMA in improving business efficiencies. The results provide managerial insights about the levers and limitations to guide the design of SMA strategies for acquiring PI.
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来源期刊
Data Base for Advances in Information Systems
Data Base for Advances in Information Systems INFORMATION SCIENCE & LIBRARY SCIENCE-
CiteScore
3.60
自引率
7.10%
发文量
18
期刊最新文献
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