Detecting customers knowledge from social media big data: toward an integrated methodological framework based on netnography and business analytics

Abstract

Purpose This paper aims to demonstrate how the integration of netnography and business analytics can support companies in the process of value creation from social big data by leveraging on customer relationship management and customer knowledge management (CKM). Design/methodology/approach This paper adopts the methodology of a single case study by using desk analysis, netnography and business analytics. The context of analysis has been identified into the case of Aurora Company, a well-known producer of fountain pens. Findings The case demonstrates how the integration of big data analytics and netnography is relevant for the development of a customer relationship management strategy. The results obtained have been categorized according to the three main categories of customer knowledge, such as knowledge for, from and about customer. Research limitations/implications This paper presents implications for the advancement of the theory on CKM by demonstrating, as the acquisition, storage and management of data generated by customers on social media require the adoption of a cross-disciplinary approach resulting from the integration of qualitative and quantitative approaches. The framework is structured as methodological tool to detect knowledge in virtual community. Practical implications Practical implications arise for managers and entrepreneurs in terms of value creation from knowledge assets generated on social big data through the management of the customers’ relationship and data-driven innovation patterns. Originality/value This paper offers an original contribution of integration of well-established research streams. The focus on the knowledge under the perspectives of information assets for, from and about customers in the debate on value creation and management of big data is an element of value offered by this study in addition to the comprehension of strategies of social customer relationship management as actual initiative embraced by a company in the leveraging of innovation and tradition.

Customer knowledge management and smart tourism destinations: a framework for the smart management of the tourist experience – SMARTUR

“…The use of social media as a source of knowledge for CKM is still small; however, it is already a reality (Sedighi et al , 2012; Chaves et al , 2014; Pandey et al , 2014; Del Vecchio et al , 2018b, 2020) and is something that reinforces the correlation between CKM and STDs. Our review found that CKM is a widely discussed topic and several studies reinforce the importance of building conceptual CKM structures, as the number of structures that detail their processes, activities, methods, techniques, tools (MTFs) and actors involved is still low.…”

Contribution to the Sustainability Challenges of the Food-Delivery Sector: Finding from the Deliveroo Italy Case Study

“…In particular, the information translates into projects and initiatives, which, examined by a specific committee, become operational and effective, since they are the result of a shared project that takes into account the expectations of all potential internal and external stakeholders. This ability of knowledge acquisition, assimilation, transformation, and exploitation, which emerged from the analysis conducted, ensures that companies can reconfigure new operational capacities oriented towards superior performance [39,52,67]. The acquisition and management of information from the external environment, as well as the constant monitoring of the goals achieved, allow both definition of best practices oriented towards sustainability, and, at the same time, the satisfaction of the information needs for a rapidly growing but little-explored sector.…”

Defining customer experiential knowledge and its dimensions: a conceptualization starting from a netnographic study of specialty coffee blogs

“…For example, the very same Gebert et al (2003) influential model “knowledge for, from and about” is rarely to be found or implemented in relation to the analysis of customer experiences (Bratianu et al , 2020). In fact, being the research on CEK still in the beginning, the knowledge management field has called for more conceptual works that provide an expanded, comprehensive and systematic understanding of CEK, as well as frameworks, which might facilitate its extraction and formalization (Bratianu et al , 2020; Holmlund et al , 2020; del Vecchio et al , 2020; Chierici et al , 2019).…”

“…However, they cannot grasp the more in-depth, subjective and hedonic aspects of experiences which indeed lie on the basis of experiential knowledge (Thompson, 2019; Reid and Duffy, 2018). By contrast, qualitative approaches such as netnography, by addressing critical knowledge about more nuanced and emphatic understanding of consumption experiences, are considered as undisputed and powerful methods for a deeper understanding of customer experiences (del Vecchio et al , 2020; Cayla and Arnould, 2014).…”