book

Social Media Analytics in Predicting Consumer Behavior

Name: Social Media Analytics in Predicting Consumer Behavior
ISBN: 9781000884494

by Selay Ilgaz Sumer, Nurettin Parilti

April 2023

Beginner

196 pages

7h 2m

English

CRC Press

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Cover Page
Title Page
Copyright Page
Preface
Contents
1. The Concept of Social Media
1. Introduction2. What is Social Media?3. Social Media Today: What are the Popular Social Media Sources?4. What are the Main Functions of Social Media?5. What does Social Media do for Individuals and Organizations?References
2. Social Media Marketing
1. Introduction2. The Concept of Social Media3. The Transformation Process of Social Media4. Social Media Marketing5. Social Media Platforms5.1. Social Network and Sharing Websites5.2. Blogs and Microblogs5.3. Wikis6. Strategies in Social Media Marketing7. Types of Marketing Intermediaries Used in Social Media Marketing7.1. Influencer Marketing7.2. Viral Marketing7.3. Real-time Marketing8. Measuring Effectiveness in Social Media Marketing9. Advantages of Social Media Marketing10. Weaknesses of Social Media MarketingConclusionReferences
3. Formulating a Social Media Strategy
1. Introduction2. Definition and Functions of Social MediaSocial Media MarketingSocial Media and Customer Relation3. Social Media Strategy4. Strategy Formulation and Formulating Social Media StrategySocial Media Marketing StrategyConclusionReferences
4. Introduction to Social Media Analytics
1. Introduction2. Emergence of Social Media Analytics3. Purpose of Social Media Analytics4. Social Media vs. Conventional Business AnalyticsEight Layers of Social Media Analytics5. Types of Social Media Analytics5.1. Descriptive Analytics (Reactive)5.2. Diagnostic Analytics (Reactive)5.3. Predictive Analytics (Proactive)5.4. Prescriptive Analytics (Proactive)6. Social Media Analytics Value Creation CycleStep 1 IdentificationStep 2 ExtractionStep 3 CleaningStep 4 AnalyzingStep 5 Visualization7. Visual Analytics7.1. Importance of Visualization7.2. Social Media Data VisualizationStep 6: Interpretation or Consumption8. Current VS., Potential Use of Social Media Analytics9. Challenges to Social Media Analytics9.1. Volume and Velocity as a Challenge9.2. Diversity as Challenge9.3. Unstructured Data as a Challenge10. Social Media Analytics Accuracy11. Social Media Analytics Industry12. Social Media Analytics ToolsReferences
5. Social Media Analytics in Consumer Behavior
1. Introduction2. Social Media2.1. Social Media for Corporations2.2. Social Media for Consumers2.3. Social Commerce3. Technology Use in Social Media and Customer Relations Performance4. Social Media Marketing4.1. Social Media Marketing Scope4.2. Social Media Marketing Activities5. Social Media Outcomes5.1. Social Media and Consumer Trust5.2. Social Media and Consumer Attitudes5.3. Social Media and Behavioral Consumer Intent5.4. Social Media and Consumer Engagement5.5. Social Media and Consumer Commitment5.6. Social Media and Loyalty5.7. Social Media and e-WOMConclusionReferencesInternet Sources

6. Social Media Actions Analytics
1. Introduction2. Social Media3. Social Media Actions3.1. Brand and User Actions on Facebook3.2. Brand and User Actions on Twitter3.3. Brand and User Actions on YouTube4. Social Media Influencers and Process of Influencing to Action5. Social Media and Collective Actions5.1. Collective Actions on Facebook6. Motivation6.1. Intrinsic Motivation6.2. Extrinsic Motivation6.3. Identified Motivation6.4. Introjected Motivation7. Social Media Analytics7.1. Benefits of Social Media Analytics7.2. Challenges of Social Media AnalyticsConclusionReferences
7. Measuring Web Site Performance with Web Analytics
1. Introduction2. What is a Search Engine and Why Do We Need It?3. What is Web Analytics?4. Some Well-Known Web Analytics Solutions4.1. Google Analytics4.2. Yandex Metrics4.3. Woopra4.4. Adobe Analytics4.5. Matomo4.6. Clicky5. Success Stories as Case Studies5.1. AutoAnything (using Adobe Analytics)5.2. APMEX (using Google Analytics 360)5.3. Hostelworld (using Adobe Analytics)5.4. Cancer.org (using Google Analytics)ConclusionReferences
8. Mobile Analytics
1. Introduction1.1. The Rise of the Mobile1.2. Mobiles Transforms Consumers1.3. Mobile Transforms the Business Landscape2. Mobile App Retention and Churn3. Mobile Reviews and RatingsConclusionReferences
9. Ethics and Social Media Analytics
1. Introduction2. Traditional Ethics3. Ethical Qualities of Big Data4. Ethical Issues in Big Data Industry4.1. Ethical Issues within the Big Data Industry4.2. Ethical Issues within the System of Big Data Industry5. Applying Ethical Theories to Big Data Issues5.1. Kantianism and Big Data5.2. Utilitarianism and Big Data5.3. Virtue Ethics and Big Data6. Ethical Issues in Social Media7. Ethical Issues in Social Media Analytics7.1. Individual Level Ethical Issues7.2. Organizational Level Ethical Issues8. Codes of Ethics in Social Media Analytics9. Ethics and Social Media Research10. Methodology11. Analysis and Findings11.1. Descriptive Analysis11.2. Reliability Analysis11.3. Social Media Users' Ethical Perceptions of Social Media Research Activities11.4. Consumers' Ethical Perceptions of Social Media Analytics PracticesConclusionReferences
Index

Content preview from Social Media Analytics in Predicting Consumer Behavior

Chapter 1 The Concept of Social Media

Dr. Ahmet Türkmen

Assistant Professor, Faculty of Applied Sciences, Akdeniz University, Turkey

1. Introduction

With 3.6 billion users in 2020 (Tankovska 2020), and 2.5 hours of daily use (Kemp 2021), social media became arguably a large part of modern everyday life. According to many scholars, (e.g. Ismagilova et al. 2017, Ngai et al. 2015, Phang et al. 2015, Colliander and Dahlen 2011), its presence in daily life resulted in undeniable changes in the way people, social groups, and organizations interact with one another in the last decade. Social media’s rapid growth and its variety of uses and user profiles attracted the attention of both academics and professionals.

This chapter aims to describe and ...

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Social Media Analytics in Predicting Consumer Behavior

by Selay Ilgaz Sumer, Nurettin Parilti

Chapter 1 The Concept of Social Media

1. Introduction

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