Social Media Analytics in Predicting Consumer Behavior

Chapter 6 Social Media Actions Analytics

Dr. Samiullah Naeemi

Department of Management and Business Administration, Economics Faculty, Kabul University, Kabul, Afghanistan

1 Introduction

In today’s competitive and technologically connected world, the use of social media networks and their rapid growth initiated a new way for data analytics. Social medial is one of the most significant sources of information, knowledge, opinion, and sharing experiences. It strongly affects the attitudes, perceptions, and buying decisions of many of the customers of an organization, especially as it rapidly creates a memory in the customers’ minds for the brands and products of that organization. For instance, Twitter has more than 200 million members around ...