Understanding Customer Experience Diffusion on Social Networking Services by Big Data Analytics

Understanding Customer Experience Diffusion on Social Networking Services by Big Data Analytics Social networking services (e.g., Facebook and Twitter) are playing a significant role of interacting with customers. In particular, most of businesses are trying to exploit such social networking services for more profit, since it has dramatically become an information carrier for customers who are disseminating latest information about products and services. Thus, this study examines how information shared by companies is distributed and what the important factors in understanding information dissemination are. More importantly, this study classifies the types of tweets posted by a company and then to investigate the effect of these types of tweets on diffusion. By using content analysis, this study defined three types, which are i) information provision (IF), ii) advertisement (AD), and iii) both (IFAD), with 8 specific concepts. These results indicate that the differences are significant for all three types of information content. It shows that companies can spread information more quickly by providing the IFAD type rather than the AD type. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Mobile Networks and Applications Springer Journals

Understanding Customer Experience Diffusion on Social Networking Services by Big Data Analytics

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Publisher
Springer US
Copyright
Copyright © 2016 by Springer Science+Business Media New York
Subject
Engineering; Communications Engineering, Networks; Computer Communication Networks; Electrical Engineering; IT in Business
ISSN
1383-469X
eISSN
1572-8153
D.O.I.
10.1007/s11036-016-0803-8
Publisher site
See Article on Publisher Site

Abstract

Social networking services (e.g., Facebook and Twitter) are playing a significant role of interacting with customers. In particular, most of businesses are trying to exploit such social networking services for more profit, since it has dramatically become an information carrier for customers who are disseminating latest information about products and services. Thus, this study examines how information shared by companies is distributed and what the important factors in understanding information dissemination are. More importantly, this study classifies the types of tweets posted by a company and then to investigate the effect of these types of tweets on diffusion. By using content analysis, this study defined three types, which are i) information provision (IF), ii) advertisement (AD), and iii) both (IFAD), with 8 specific concepts. These results indicate that the differences are significant for all three types of information content. It shows that companies can spread information more quickly by providing the IFAD type rather than the AD type.

Journal

Mobile Networks and ApplicationsSpringer Journals

Published: Dec 29, 2016

References

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