How does Social Media Analytics Create Value?

Wamba, Samuel Fosso; Akter, Shahriar; Bhattacharyya, Mithu; Aditya, Sutapa

doi:10.4018/joeuc.2016070101

Cited by 27 publications

(8 citation statements)

References 54 publications

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“…Prior research indicates that social media data are used in public relations primarily to guide issues, crisis and customer relationship management and to inform strategic Public relations in the age of data communication planning, messaging and evaluation activities (Akter et al, 2016;Colleoni, 2012;Coursaria and van Osch, 2015;Zerfass and Volk, 2018). For example, Wiesenberg et al's (2017, p. 106) research showed that practitioners involved in big data activities use analytics most often to plan overall strategies andto a lesser degreeto measure results to justify communication activities and inform day-to-day actions.…”

Section: Sma In Public Relationsmentioning

confidence: 99%

Public relations in the age of data: corporate perspectives on social media analytics (SMA)

Fitzpatrick

Weissman

2021

JCOM

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PurposeThe aim of this study was to understand how public relations leaders view and use social media analytics (SMA) and the impact of SMA on the public relations function.Design/methodology/approachThe research involved in-depth interviews with chief communication officers (CCOs) from leading multinational corporate brands.FindingsThe findings revealed that although CCOs perceive social media analytics as strategically important to the advancement of public relations, the use of social media data is slowed by challenges associated with building SMA capacity.Theoretical and practical implications – The research extends public relations theory on public relations as a strategic management function and provides practical insights for building SMA capabilities.Originality/valueThe study is among the first to provide empirical evidence of how companies are using social media analytics to enhance public relations efforts.

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Section: Sma In Public Relationsmentioning

confidence: 99%

Public relations in the age of data: corporate perspectives on social media analytics (SMA)

Fitzpatrick

Weissman

2021

JCOM

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“…Hossain et al (2020) state that process consistency is related to service design, which refers to the consistency of various customer-facing elements that are relevant and comparable within different channels. Itani et al (2022) point out that the consistency relates to both content and process, and the ultimate goal of brands is to maintain this consistency across various channels (Sousa and Voss, 2006; Akter et al , 2016). In Figure 1, consistency is added to highlight that brands need to provide in omni-channel marketing to deliver seamless experience.…”

Section: Resultsmentioning

confidence: 99%

A framework to improve retail customer experience: a qualitative study exploring the customer journey

Poorrezaei

Pich

Resnick

2023

QMR

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Purpose This study aims to construct an integrated retail customer experience framework with a single view across platforms and to suggest a new conceptualisation of the customer experience term. Design/methodology/approach A qualitative approach was adopted. Thirty participants were asked to simulate their customer journey in an established UK department store retailer. Their experience was captured through focus groups and analysed by thematic analysis. Findings The findings indicate that the existence of personalisation and emotional attachment will enhance the customer experience. A new integrated retail customer experience framework is offered incorporating the traditional “7Ps” of marketing and a proposed eighth “P”, which is conceptualised as personal connection. Originality/value To the best of the authors’ knowledge, this is the first empirical study to use the notion of personal connection as a dialectic relationship between emotional attachment and personalisation as the central discussion in developing customer experience within a retail setting. This study captures this experience through a unique method of replication of the retail customer journey across multiple channels.

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“…Due to the inter-disciplinary orientation of SMA, it has been argued to "provide other disciplines -including IS -with methodological foundations for their social media-related research" (Stieglitz et al, 2014: 95). The inter-disciplinary character of SMA has enabled its traction within fields such as IS (Akter et al, 2016;Brant et al, 2017;Chang et al, 2017;Gandomi and Haider, 2015) and innovation management (Laurell & Sandström, 2016Moe and Schweidel, 2017). In addition, it allows scholars from different disciplines to draw from the approach and adapt it to specific purposes in terms of how social media tracking, data preparation and data analysis are designed.…”

Section: Methodsmentioning

confidence: 99%

Assessing value creation in digital innovation ecosystems: A Social Media Analytics approach

Suseno

Laurell

Sick

2018

The Journal of Strategic Information Systems

107

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This paper explores the creation of value through the interactions of consumer and professional stakeholders in digital innovation ecosystems. We examine this by applying the methodological approach of Social Media Analytics (SMA) which is an interdisciplinary approach that seeks to combine, extend and adapt methods for analysing social media data. By utilising the SMA framework to track user-generated contents published on social media platforms, we assess how consumer and professional stakeholders associate value to Storytel, a new entrant in the Swedish publishing industry that is offering digital subscription service for streaming audiobooks. Drawing from a dataset of 2,633 user-generated contents, our findings illustrate the value-creating practices in which stakeholders in Storytel's ecosystems associate value to Storytel's digital innovation. Our findings further highlight that the value-creating practices arising from the interactions of consumer and professional stakeholders in social media give rise to the hybridisation of value, where multiple forms of value categories merge in the studied case. This study contributes to extant literature on management of innovation and information systems by (i) shedding light on how value is created by examining valuecreating practices as a result of the interactions between stakeholders and (ii) examining the resulting merging of value categories within digital innovation ecosystems and thus exploring the hybridisation of value.

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How does Social Media Analytics Create Value?

Cited by 27 publications

References 54 publications

Public relations in the age of data: corporate perspectives on social media analytics (SMA)

Public relations in the age of data: corporate perspectives on social media analytics (SMA)

A framework to improve retail customer experience: a qualitative study exploring the customer journey

Assessing value creation in digital innovation ecosystems: A Social Media Analytics approach

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