Authors: Ogunmola Gabriel Ayodeji; Vikas Kumar
Addresses: School of Business Studies, Sharda University, Greater Noida, UP 201306, India ' School of Business Studies, Sharda University, Greater Noida, UP 201306, India
Abstract: Social media has become a part of life for a larger segment of the people globally. Businesses are also taking advantage of it, to instantly and easily create and share information with the customers and get benefited from this seamless communication. As a result of the increase in both social media platforms and users, the need to monitor, extract, analyse and report the data being created on these platforms has also increased for the Businesses. Present work identifies the social media analytics (SMA) process and online retail application; it identifies the different phases of the SMA process with their integration to the online retail strategy, challenges, and opportunities. SMA metrics for customer life-cycle (acquisition to enhancement) are discussed. A comparative analysis has been presented for different SMA tools to identify their utility to the online retail.
Keywords: SMA; social media analytics; follower analysis; competitor analysis; influencer scores.
International Journal of Services Operations and Informatics, 2019 Vol.10 No.1, pp.79 - 95
Received: 15 May 2019
Accepted: 20 May 2019
Published online: 04 Jul 2019 *