Digital Brands and Web 3.0 Enterprises: Social Network Analysis and Thematic Analysis of User activities and Behavioral Patterns in Online Retailers

AD-minister

Saeid Ghanbary¹  Shaghayegh Kolli²  Tohid Soltani³  Fatemeh Sharafi Farzad⁴ 

[1] Allameh Tabataba’i University;Allameh Tabataba’i university;IRIB University;Universiti Sains Malaysia;

关键词: web 3.0 enterprise;    social network analysis;    thematic analysis;    e-commerce;    customer behavioral pattern;    digikala;    online shopping;    twitter;   

DOI  :  10.17230/Ad-minister.34.6

来源: DOAJ

【 摘 要 】

Considering the importance of web 3.0 enterprises in online retailing, this article addresses how these enterprises operate in the Iranian context. DigiKala is an online retailer that has been one of the most successful Start-ups in Iran and has gained the 85-90% of the online retailers market of the country. This enterprise has started to evolve its value chain to a platform business. On the other hand, twitter as a free social networking microblogging has been one of the most important tools in the online market, as customers, especially on digital markets, share their positive and negative comments in regard with their purchase experience. In this research, firstly social network analysis (SNA) method used to understand therelationshipsandindividualnodesinthenetwork.Then,thethematicanalysismethodappliedtoanalyze the sent tweets to achieve users’ behavioral patterns. Using different social media, like Twitter, and sharing the feedback is also valid for Digikala as a web 3.0 enterprises. This research studied the network of tweets in a special event, namely Black Friday, which DigiKala offered considerable discounts for the customers. Some implications of our study are also presented at the end of this article.

【 授权许可】

Unknown