인문학
사회과학
자연과학
공학
의약학
농수해양학
예술체육학
복합학
DBpia AI
AI 에이전트
AI 아이디어
AI 리더
AI 뷰어
Citeasy
크롬 서지관리 다운로드
지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
피인용 0
초록·키워드
The rapid growth of users in social networking services has pushed many businesses to adopt social media. In several industries, such as franchise coffee chains, where many companies need to interact often with customers, social networking sites have been used as the most effective tools. Therefore, a big data of user-generated contents in such social networking sites is freely available to every company in the industry. This opens opportunities for increasing competitive advantage and effectively accessing competitive environment of businesses via mining that big data. The companies can monitor and analyze customer-generated contents not only about their own brands but also about their competitive brands on social media sites. This paper proposed a method to apply mining social network data in the context of franchise coffee brands. We conducted a research on ten coffee chains including Starbucks, Caffebene, Tom-N-Tom Coffee, Angel-in-us Coffee, Hollys Coffee, The Coffee Bean & Tea Leaf, Beans Bins Coffee, Ediya Coffee, A Twosome Place, Coffine Gurunaru with unstructured textual data from Facebook in South Korean market. The results show that the companies can extract business value from mining the huge amount of available social media data and strategically use them for attaining competitive advantages. Based on this study outcomes, we provided recommendations to help companies develop their social media competitive analysis strategy.
본문·목차
인공지능 문자 인식 모델을 통해 추출된 텍스트로, 일부 오타나 오류가 포함될 수 있으나 지속적으로 개선 중입니다.
오류를 발견하셨다면 해당 부분을 드래그한 후 ' 를 통해 신고해주세요.
오류를 발견하셨다면 해당 부분을 드래그한 후 ' 를 통해 신고해주세요.
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UCI(KEPA) : I410-ECN-0101-2016-326-002084751
