A mixed-method approach to extracting the value of social media data

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Chan, Hing Kai and Wang, Xiaojun and Lacka, Ewelina and Zhang, Min (2016) A mixed-method approach to extracting the value of social media data. Production and Operations Management, 25 (3). pp. 568-583. ISSN 1059-1478 (https://doi.org/10.1111/poms.12390)

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Abstract

In the last decade, social media platforms have become important communication channels between businesses and consumers. As a result, a lot of consumer - generated data are available online. Unfortunately, they are not fully utilised, partly because of their nature: they are unstructured, subjective, and exist in massive databases. To make use of these data, more than one research method is needed. This study proposes a new, multiple approach to social media data analysis, which counteracts the aforementioned characteristics of social media data. In this new approach the data are first extracted systematically and coded following the principles of content analysis, after a comprehensive literature review has been conducted to guide the coding strategy. Next, the relationships between codes are identified by statistical cluster analysis. These relationships are used in the next step of the analysis, where evaluation criteria weights are derived on the basis of the social media data th rough probability weighting function. A case study is employed to test the proposed approach.

ORCID iDs

Chan, Hing Kai, Wang, Xiaojun, Lacka, Ewelina ORCID logoORCID: https://orcid.org/0000-0003-4911-2030 and Zhang, Min;
  • Item type:Article
    ID code:53577
    Dates:
    Date
    Event
    11 March 2016
    Published
    29 May 2015
    Published Online
    6 April 2015
    Accepted
    Notes:This is the peer reviewed version of the following article: Chan, H. K., Wang, X., Lacka, E. and Zhang, M. (2016), A Mixed-Method Approach to Extracting the Value of Social Media Data. Production and Operations Management, 25: 568–583. doi: 10.1111/poms.12390, which has been published in final form at http://dx.doi.org/10.1111/poms.12390. This article may be used for non-commercial purposes in accordance with Wiley Terms and Conditions for Self-Archiving.
    Subjects:Social Sciences > Commerce > Marketing. Distribution of products
    Department:Strathclyde Business School > Marketing
    Depositing user: Pure Administrator
    Date deposited:02 Jul 2015 08:54
    Last modified:16 Dec 2024 12:48
    URI:https://strathprints.strath.ac.uk/id/eprint/53577
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