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Enterprise competitive analysis and consumer sentiments on social media: Insights from telecommunication companies

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dc.title Enterprise competitive analysis and consumer sentiments on social media: Insights from telecommunication companies en
dc.contributor.author Afful-Dadzie, Eric
dc.contributor.author Nabareseh, Stephen
dc.contributor.author Komínková Oplatková, Zuzana
dc.contributor.author Klímek, Petr
dc.relation.ispartof DATA 2014 - Proceedings of 3rd International Conference on Data Management Technologies and Applications
dc.identifier.isbn 978-989-758-035-2
dc.date.issued 2014
dc.citation.spage 22
dc.citation.epage 32
dc.event.title 3rd International Conference on Data Management Technologies and Applications, DATA 2014
dc.event.sdate 2014-08-29
dc.event.edate 2014-08-31
dc.type conferenceObject
dc.language.iso en
dc.publisher SciTePress
dc.subject competitive analysis en
dc.subject Facebook en
dc.subject sentiment analysis en
dc.subject social media en
dc.subject telecommunication companies en
dc.subject Twitter en
dc.description.abstract The utilization of Social media tools in business enterprises has tremendously increased with an increased number of users and a corresponding upsurge in time spent online. Online social media services such as Facebook and Twitter are used by companies to introduce new products and services, provide various supports and interact with customers on daily basis. This regular interaction of businesses and consumers results in huge amount of customer-generated content which is becoming a source of insight in analysing the often erratic consumer behaviour. For companies to harness the business potential of social media to increase competitive advantage, sentiments behind textual data of both their customers and that of their competitors must be keenly monitored and analysed. This paper demonstrates how companies especially those in the Telecommunication industry can seize the opportunity presented by social media to mine textual data to gain advantage over competitors by cumulatively understanding consumer opinions, frustrations and satisfaction. Using Facebook and Twitter sites of the top three telecommunication companies in Ghana: MTN, Vodafone and Tigo the paper reveals insights from unstructured texts of customers of these three companies. The results show (1) the exponential growth of social media users in Ghana (2) impact and numbers behind active social media participation in the telecommunication industry (3) the power of social media opinion mining for competitive analysis (4) how business value could be extracted from the huge unstructured textual data available on social media and (5) the company that is more responsive to customer concerns. en
utb.faculty Faculty of Applied Informatics
utb.faculty Faculty of Management and Economics
dc.identifier.uri http://hdl.handle.net/10563/1003960
utb.identifier.obdid 43871865
utb.identifier.scopus 2-s2.0-84910026709
utb.source d-scopus
dc.date.accessioned 2015-01-13T09:25:57Z
dc.date.available 2015-01-13T09:25:57Z
utb.contributor.internalauthor Afful-Dadzie, Eric
utb.contributor.internalauthor Nabareseh, Stephen
utb.contributor.internalauthor Komínková Oplatková, Zuzana
utb.contributor.internalauthor Klímek, Petr
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