A mixed-method approach to extracting the value of social media data
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)
Preview |
Text.
Filename: Chan_etal_POM_2015_A_mixed_method_approach_to_extracting_the_value_of_social_media.pdf
Accepted Author Manuscript Download (717kB)| Preview |
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: https://orcid.org/0000-0003-4911-2030 and Zhang, Min;-
-
Item type: Article ID code: 53577 Dates: DateEvent11 March 2016Published29 May 2015Published Online6 April 2015AcceptedNotes: 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: 25 Nov 2024 06:20 URI: https://strathprints.strath.ac.uk/id/eprint/53577