Business Intelligence from User Generated Content

Digging into microblog posts about new smartphones

Master thesis (2014)

Authors

Contributors

S. Cunningham (mentor)
J. Ubacht (mentor)
S. Oruc (mentor)
Programme
Management of Technology (TPM) (TU Delft)
Copyright: Campus only
Tweets Twitter Microblog Competitive advantage Business Intelligence User Generated Content UGC BI
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Published Date

25-08-2014

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Programme

Management of Technology

Abstract

High-tech and dynamic markets are faced with a rapidly changing environment and consumer requirements. At the same time, UGC is increasing drastically over the past years. UGC is becoming increasingly important in purchasing decisions while the business intelligence methods that leverage UGC are still in their infancy. A model that presents a new way of deriving business intelligence from microblogs was developed and in part applied on the dynamic smartphone market by means of three case studies. Poisson regression, data- and sentiment-analysis suggest that opinion leadership and real-life events effect the online chatter and sentiment about the smartphone and that businesses such as smartphone manufacturers can shape this online chatter with opinion leadership. In future research, the model can be applied in full on more cases and products over various industries. Other data analysis techniques can be applied and a predictive model for volume and sentiment of online chatter can be built using the findings of this study.