Using Twitter to engage with customers: a data mining approach

2015 ◽  
Vol 25 (3) ◽  
pp. 416-434 ◽  
Author(s):  
Shintaro Okazaki ◽  
Ana M. Díaz-Martín ◽  
Mercedes Rozano ◽  
Héctor David Menéndez-Benito
Keyword(s):  
Data Mining ◽  
Social Networks ◽  
Web 2.0 ◽  
Knowledge Sharing ◽  
Customer Engagement ◽  
Service Development ◽  
Content Type ◽  
Customer Complaints ◽  
Data Mining Approach ◽  
Robust Model

Purpose – The purpose of this paper is to explore customer engagement in Twitter via data mining. Design/methodology/approach – This study’s intended contributions are twofold: to find a clear connection among customer engagement, presumption, and Web 2.0 in a context of service-dominant (S-D) logic; and to identify social networks created by prosumers. To this end, the study employed data mining techniques. Tweets about IKEA were used as a sample. The resulting algorithm based on 300 tweets was applied to 4,000 tweets to identify the patterns of electronic word-of-mouth (eWOM). Findings – Social networks created in IKEA’s tweets consist of three forms of eWOM: objective statements, subjective statements, and knowledge sharing. Most objective statements are disseminated from satisfied or neutral customers, while subjective statements are disseminated from dissatisfied or neutral customers. Satisfied customers mainly carry out knowledge sharing, which seems to reflect presumption behavior. Research limitations/implications – This study provides partial evidence of customer engagement and presumption in IKEA’s tweets. The results indicate that there are three forms of eWOM in the networks: objective statements, subjective statements, and knowledge sharing. It seems that IKEA successfully engaged customers in knowledge sharing, while negative opinions were mainly disseminated in a limited circle. Practical implications – Firms should make more of an effort to identify prosumers via data mining, since these networks are hidden behind “self-proclaimed” followers. Prosumers differ from opinion leaders, since they actively participate in product development. Thus, firms should seek prosumers in order to more closely fit their products to consumer needs. As a practical strategy, firms could employ celebrities for promotional purposes and use them as a platform to convert their followers to prosumers. In addition, firms are encouraged to make public how they resolve problematic customer complaints so that customers can feel they are a part of firms’ service development. Originality/value – Theoretically, the study makes unique contributions by offering a synergic framework of S-D logic and Web 2.0. The conceptual framework collectively relates customer engagement, presumption, and Web 2.0 to social networks. In addition, the idea of examining social networks based on different forms of eWOM has seldom been touched in the literature. Methodologically, the study employed seven algorithms to choose the most robust model, which was later applied to 4,000 tweets.

Using enterprise social networks as a knowledge management tool in higher education

2017 ◽  
Vol 47 (4) ◽  
pp. 555-570 ◽  
Author(s):  
Niall Corcoran ◽  
Aidan Duane
Keyword(s):  
Higher Education ◽  
Social Networks ◽  
Social Media ◽  
Knowledge Sharing ◽  
Conceptual Model ◽  
Higher Education Institutions ◽  
Management Tool ◽  
Content Type ◽  
Enterprise Social Networks ◽  
Practical Implications

Purpose The management of organisational knowledge and the promotion of staff knowledge sharing are largely neglected in higher education institutions. The purpose of this study is to examine how enterprise social networks can enable staff knowledge sharing in communities of practice in that context. Design/methodology/approach The study is framed as an Action Research project, covering three cycles over a 12-month period. During the Diagnosing phase, a conceptual model was developed for empirical testing. Data were collected through 30 semi-structured interviews and a number of focus groups. This was supplemented by content analysis and reflective journaling. Findings The findings support the conceptual model and provide insight into the antecedents necessary for the creation of an enterprise social network-enabled knowledge-sharing environment, the motivators for and barriers to participation, and the perceived organisational and individual benefits of increased staff knowledge-sharing activity. Research limitations/implications As the study has a higher education focus, all of the findings may not be generalizable to other types of organisation. Further development of the conceptual model and testing in other contextual settings will yield greater generalizability. Practical implications A number of findings have practical implications for the management of higher education institutions, such as the evidence of a divide between faculty and other staff. In general, the study findings provide an opportunity for educationalists to better understand the scope and impact of employing social media platforms for knowledge sharing. Originality/value This paper adds to the growing body of work on organisational implementations of social media, and should be of interest to practitioners and researchers undertaking similar projects.

Social capital, employees' well-being and knowledge sharing: does enterprise social networks use matter? Case of Tunisian knowledge-intensive firms

2020 ◽  
Vol 21 (6) ◽  
pp. 1153-1183 ◽  
Author(s):  
Sarra Berraies ◽  
Rym Lajili ◽  
Rached Chtioui
Keyword(s):  
Social Capital ◽  
Social Networks ◽  
Knowledge Sharing ◽  
Well Being ◽  
Content Type ◽  
Mediating Role ◽  
Enterprise Social Networks ◽  
Knowledge Intensive ◽  
The Relationship

PurposeThe objective of this research is to examine the mediating role of employees' well-being in the workplace in the relationship between the dimensions of social capital, namely structural, relational and cognitive social capital and knowledge sharing, as well as the moderating role of enterprise social networks between knowledge sharing and employees' well-being.Design/methodology/approachA quantitative approach was performed within a sample of 168 middle managers working in knowledge-intensive firms in Tunisia. The Partial Least Squares method was used to analyze the data collected.FindingsResults highlight the importance of the dimensions of social capital as a lever for boosting knowledge sharing. It also reveals that employees' well-being plays a mediating role in the link between structural and relational social capital and knowledge sharing. Moreover, findings show that while enterprise social networks use does not moderate the relationship between employees' well-being and knowledge sharing, it has a positive and significant effect on knowledge sharing.Originality/valueOn the basis of a socio-technical perspective of knowledge management, this research pioneers the examination of the mediating effect of employees' well-being in the link between dimensions of social capital and knowledge sharing and the moderating role of enterprise social networks use within knowledge-intensive firms. Findings of this study may help managers of knowledge-intensive firms in boosting knowledge sharing within organizations, in improving knowledge workers' well-being and thus in motivating and retaining these talented employees.

Brand reputation and customer voluntary sharing behavior: the intervening roles of self-expressive brand perceptions and status seeking

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Laee Choi ◽  
Thomas Burnham
Keyword(s):  
Knowledge Sharing ◽  
Two Dimensions ◽  
Third Party ◽  
Customer Engagement ◽  
Social Self ◽  
Content Type ◽  
Customer Perceptions ◽  
Brand Reputation ◽  
Causal Direction ◽  
Status Seeking

Purpose Prior research studying the mechanisms by which brand reputation influences consumer behaviors has largely relied on respondent measures of brand reputation, resulting in an inability to ascertain the causal direction of relationships. Using third party measures, this paper aims to study the effects of brand reputation, via self-expressive brand perceptions, on both firm-directed and other customer-directed customer voluntary sharing behaviors (CVSB). It then assesses the moderating effect of consumer status-seeking on the relationships studied. Design/methodology/approach To prevent common method bias and substantiate causality claims, a third-party brand reputation measure is combined with a consumer survey. Process is used to test the hypotheses using 359 consumer responses collected via Amazon MTurk. Findings The results indicate that higher inner-self and social-self expressive perceptions derived from strong brand reputations increase consumer knowledge sharing and social influence behaviors. The effect of social-self expressive brand perceptions on CVSB is positively moderated by consumer status-seeking. Practical implications Firms should leverage existing brand reputation investments to strengthen customer perceptions of their brands as self-expressive and facilitate greater social and knowledge-sharing engagement by status-seeking consumers. Originality/value This study identifies a new mechanism linking brand reputation and CVSB: consumer perceptions of the self-expressiveness of brands. Moreover, it distinguishes the effects of two dimensions of brand self-expressiveness and substantiates the customer engagement behavior value of investing in brand reputation as measured by third parties.

Reading between the tweets

2014 ◽  
Vol 30 (11) ◽  
pp. 28-30
Keyword(s):  
Social Networks ◽  
Web 2.0 ◽  
Design Methodology ◽  
Reading Time ◽  
The Internet ◽  
Content Type ◽  
Second Nature ◽  
Pertinent Information ◽  
Lasting Impression ◽  
Practical Implications

Purpose – This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies. Design/methodology/approach – This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context. Findings – History is littered with inventions that proved to have a lasting impression on society. In recent times, few can compare with the Internet in that respect. And the emergence of Web 2.0 technologies has raised its significance even further. The crowning jewel of Web 2.0 is its interactive capabilities. Users are able to generate and exchange content through the variety of different platforms which are now available to them. It has become second nature to engage with like-minded others using such as blogs, social networks and wikis. Many people now habitually use these platforms to share their experiences of products and services, whether positive or negative. Practical implications – The paper provides strategic insights and practical thinking that have influenced some of the world’s leading organizations. Originality/value – The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.

scholarly journals A multi-attribute data mining model for rule extraction and service operations benchmarking

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Hannan Amoozad Mahdiraji ◽  
Madjid Tavana ◽  
Pouya Mahdiani ◽  
Ali Asghar Abbasi Kamardi
Keyword(s):  
Data Mining ◽  
Service Operations ◽  
Rule Extraction ◽  
Service Industries ◽  
Quality Analysis ◽  
Behavior Patterns ◽  
Content Type ◽  
Attribute Data ◽  
Data Mining Approach ◽  
Combining Data

PurposeCustomer differences and similarities play a crucial role in service operations, and service industries need to develop various strategies for different customer types. This study aims to understand the behavioral pattern of customers in the banking industry by proposing a hybrid data mining approach with rule extraction and service operation benchmarking.Design/methodology/approachThe authors analyze customer data to identify the best customers using a modified recency, frequency and monetary (RFM) model and K-means clustering. The number of clusters is determined with a two-step K-means quality analysis based on the Silhouette, Davies–Bouldin and Calinski–Harabasz indices and the evaluation based on distance from average solution (EDAS). The best–worst method (BWM) and the total area based on orthogonal vectors (TAOV) are used next to sort the clusters. Finally, the associative rules and the Apriori algorithm are used to derive the customers' behavior patterns.FindingsAs a result of implementing the proposed approach in the financial service industry, customers were segmented and ranked into six clusters by analyzing 20,000 records. Furthermore, frequent customer financial behavior patterns were recognized based on demographic characteristics and financial transactions of customers. Thus, customer types were classified as highly loyal, loyal, high-interacting, low-interacting and missing customers. Eventually, appropriate strategies for interacting with each customer type were proposed.Originality/valueThe authors propose a novel hybrid multi-attribute data mining approach for rule extraction and the service operations benchmarking approach by combining data mining tools with a multilayer decision-making approach. The proposed hybrid approach has been implemented in a large-scale problem in the financial services industry.

Factors affecting Web 2.0 adoption: exploring the knowledge sharing and knowledge seeking aspects in health care professionals

2018 ◽  
Vol 22 (1) ◽  
pp. 21-43 ◽  
Author(s):  
Jang Bahadur Singh ◽  
Rajesh Chandwani ◽  
Mayank Kumar
Keyword(s):  
Health Care ◽  
Knowledge Management ◽  
Web 2.0 ◽  
Knowledge Sharing ◽  
Health Care Professionals ◽  
Partial Least Square ◽  
Equation Modeling ◽  
Content Type ◽  
Intrinsic Motivators ◽  
Knowledge Seeking

Purpose This research aims to explore the factors that affect the adoption of Web 2.0 among knowledge workers. The research specifically investigated the role of factors related to both knowledge seeking and knowledge sharing, in the context of Web 2.0 use by health care professionals. Design/methodology/approach For this research, a cross-sectional survey design was adopted. The data were analyzed using the partial least square-structural equation modeling. Findings The results confirmed that the intention to adopt Web 2.0 depends upon both the knowledge-seeking and the knowledge-sharing attitudes. However, between the two, it is knowledge-sharing factors that are more important. Health care professionals tend to share knowledge driven by intrinsic motivators rather than by extrinsic motivators. On the other hand, knowledge-seeking attitude was determined by usefulness of knowledge and was not affected by the effort involved. Research limitations/implications All the respondents were health care professionals from India, and convenience sampling was used to reach them. This may limit the generalizability of the findings. Practical implications This research provides useful insights on implementing Web 2.0-based knowledge management systems, specifically for health care professionals. Particularly, it emphasizes the need to focus on reinforcing intrinsic motivators like self-efficacy and the joy of sharing. Originality/value It is perhaps the first study that integrates the factors related to knowledge sharing and seeking in a single theoretical model, thereby presents and tests a more realistic model of knowledge management.

A multidimensional model of knowledge sharing behavior in mobile social networks

Kybernetes ◽  
2019 ◽  
Vol 48 (5) ◽  
pp. 906-929 ◽  
Author(s):  
Mohamad Hoseini ◽  
Fatemeh Saghafi ◽  
Emad Aghayi
Keyword(s):  
Social Networks ◽  
Knowledge Sharing ◽  
Influential Factors ◽  
Ease Of Use ◽  
Equation Modeling ◽  
Actual Behavior ◽  
Mobile Social Networks ◽  
Content Type ◽  
Knowledge Sharing Behavior ◽  
Sharing Behavior

Purpose A great number of people use mobile social networks (MSNs) to communicate, entertain, learn, search and get advice. Growth and survival of any community depends on the activities of its members in sharing information and knowledge. The purpose of this study is to assess the influential factors on knowledge sharing behavior in MSNs in different perspectives in a comprehensive manner. Design/methodology/approach A model of factors affecting knowledge sharing behavior in MSNs is proposed by applying the structural equation modeling and path analysis to data collected from a sample of users of a well-known MSN through a questionnaire. Findings This study supports the contributive aspects of trust and enjoying participation in sharing knowledge, while there is no significant correlation between perceived ease of use and knowledge sharing behavior in MSNs. Furthermore, intention to share knowledge can lead to actual behavior in MSNs environments. Practical implications The results obtained here provide a grasp of factors that influence knowledge sharing in mobile communities which would promote enhanced contribution towards their online communities by MSNs administrators. Originality/value A four-dimensional comprehensive model consisting of social, psychological, cultural and technological perspectives in one package is proposed here for knowledge sharing behavior in MSNs. Such a comprehensive perspective is overlooked in the existing literature.

scholarly journals Network-based pricing for 3D printing services in two-sided manufacturing-as-a-service marketplace

2020 ◽  
Vol 26 (1) ◽  
pp. 82-88 ◽  
Author(s):  
Deepak Pahwa ◽  
Binil Starly
Keyword(s):  
Machine Learning ◽  
Data Mining ◽  
3D Printing ◽  
Ad Hoc ◽  
Activity Based Costing ◽  
Content Type ◽  
Data Mining Approach ◽  
Price Range ◽  
Competitive Prices ◽  
Profile Characteristics

Purpose This paper presents approaches to determine a network-based pricing for 3D printing services in the context of a two-sided manufacturing-as-a-service marketplace. The purpose of this study is to provide cost analytics to enable service bureaus to better compete in the market by moving away from setting ad hoc and subjective prices. Design/methodology/approach A data mining approach with machine learning methods is used to estimate a price range based on the profile characteristics of 3D printing service suppliers. The model considers factors such as supplier experience, supplier capabilities, customer reviews and ratings from past orders and scale of operations, among others, to estimate a price range for suppliers’ services. Data were gathered from existing marketplace websites, which were then used to train and test the model. Findings The model demonstrates an accuracy of 65 per cent for US-based suppliers and 59 per cent for Europe-based suppliers to classify a supplier’s 3D printer listing in one of the seven price categories. The improvement over baseline accuracy of 25 per cent demonstrates that machine learning-based methods are promising for network-based pricing in manufacturing marketplaces Originality/value Conventional methodologies for pricing services through activity-based costing are inefficient in strategically priced 3-D printing service offering in a connected marketplace. As opposed to arbitrarily determining prices, this work proposes an approach to determine prices through data mining methods to estimate competitive prices. Such tools can be built into online marketplaces to help independent service bureaus to determine service price rates.

Improving the organizational knowledge sharing through online social networks

Kybernetes ◽  
2019 ◽  
Vol 49 (11) ◽  
pp. 2615-2632
Author(s):  
Bo Yang ◽  
Lulu Wang ◽  
Bayan Omar Mohammed
Keyword(s):  
Social Networks ◽  
Social Networking ◽  
Knowledge Sharing ◽  
Online Social Networks ◽  
Social Networking Sites ◽  
Employee Motivation ◽  
Organizational Knowledge ◽  
Online Social Networking ◽  
Content Type ◽  
The Impact

Purpose Social technologies can offer a strong means for organizations to manage their information flows and thus make changes on the organizational knowledge sharing, which may then be linked to employees’ productivity and performance enhancements. The purpose of this paper is to predict the impact of using the online social network on employee motivation and employee motivation effects on organizational knowledge sharing. Design/methodology/approach From employees of tax affairs organization, data are collected. For evaluating the model’s elements, a questionnaire was designed. It was revised by experts with significant experiences. For statistical analysis, SMART-PLS 3.2 is used. Findings Findings have confirmed the validity of the proposed model. The results also have indicated that online social networks, social trust and social goals have a positive and important impact on employee motivation. Furthermore, obtained results have revealed that organizational knowledge sharing is significantly influenced by employee motivation and organizational commitment. Research limitations/implications The study contributes to the literature on organizational knowledge sharing and employee motivation in online social networking sites. Organizations could benefit from this knowledge by accepting that social networking sites must be considered as a critical component of the knowledge sharing, and precise targeting efforts could be directed for those users. Also, it could be exciting to study further factors affecting the development of organizational knowledge sharing in larger organizations. Originality/value The paper rises the understanding of what online social networking encompasses and how it can be utilized for the organization. The ideas and discussion are similarly applicable to libraries and may give them new visions into the delivery of social networking applications as part of their facilities to users.

Knowledge Sharing Using Web 2.0: Preferences, Benefits and Barriers in Brunei Darussalam's Tertiary Education

2020 ◽  
pp. 623-641
Author(s):  
Nurul Afiqah Hj Nor Amin ◽  
Amy Suliza Hasnan ◽  
Nurul Nazirah Besar ◽  
Mohammad Nabil Almunawar
Keyword(s):  
Social Networks ◽  
Web 2.0 ◽  
Knowledge Sharing ◽  
Research Method ◽  
Current Knowledge ◽  
Tertiary Education ◽  
Web 2.0 Tools ◽  
Descriptive Research ◽  
Brunei Darussalam ◽  
Privacy Issues

The purpose of this paper is to assess the current knowledge sharing processes in tertiary education in Brunei Darussalam and identify the preferred knowledge sharing activities as well as preferred online applications for the purpose. This study also examined the benefits and barriers of using Web 2.0 as a knowledge sharing platform in tertiary education. A descriptive research method is employed, in which quantitative approach was selected to collect data on the use of Web 2.0 tools for knowledge sharing in tertiary education. This study revealed that respondents highly utilize emails and Web 2.0 applications for knowledge sharing, which are normally provided by their host universities as information and knowledge sharing platforms. Web 2.0 applications, especially social networks, are considered good platforms for sharing knowledge. However, there are some concerns in using Web 2.0 applications for knowledge sharing, mainly in term of privacy issues and reliability of information and knowledge shared due to its high risk of collaborators.

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