A survey of corporate communication professionals' perspective on social listening and analytics

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dc.contributor.authorYavuz, Şenay
dc.contributor.authorTire, Engin
dc.date.accessioned2024-07-12T21:40:19Z
dc.date.available2024-07-12T21:40:19Z
dc.date.issued2023en_US
dc.department[Belirlenecek]en_US
dc.description.abstractPurposeThe present research aimed to identify the motivations, needs, wants, preferences and limitations of corporate professionals with regard to business social analytics.Design/methodology/approachOnline interviews were conducted with 26 professionals the majority of whom work at the management level at 20 reputable corporations in Turkey. Both qualitative and quantitative data was collected during these interviews, which lasted an average of one hour.FindingsThe findings shed light on the motivations of corporate professionals for monitoring social media and other digital media, their perceived capability and limitations in doing so, the media that they monitor and wanted to monitor if possible, their criteria and processes for working with service providers in the field of business social analytics, their needs which are not fully met by service providers, their suggestions on service improvement and their reflections on how internal and external customer data can be analyzed with an integrated approach.Originality/valueThis research is an attempt to bridge the gap between the priorities of engineers who generate artificial intelligence for the purposes of social listening and analytics and the end users, e.g. corporate communication professionals. Only by doing so, this field, which is getting more and more important as people spend more time online, will reach its full potential and benefit corporations by providing fruitful insight upon which strategic steps can be taken.en_US
dc.identifier.doi10.1108/CCIJ-03-2022-0036
dc.identifier.endpage581en_US
dc.identifier.issn1356-3289
dc.identifier.issn1758-6046
dc.identifier.issue4en_US
dc.identifier.scopus2-s2.0-85145501804en_US
dc.identifier.scopusqualityQ2en_US
dc.identifier.startpage564en_US
dc.identifier.urihttps://doi.org/10.1108/CCIJ-03-2022-0036
dc.identifier.urihttps://hdl.handle.net/20.500.12415/7244
dc.identifier.volume28en_US
dc.identifier.wosWOS:000907274400001en_US
dc.identifier.wosqualityN/Aen_US
dc.indekslendigikaynakWeb of Science
dc.indekslendigikaynakScopus
dc.language.isoenen_US
dc.publisherEmerald Group Publishing Ltden_US
dc.relation.ispartofCorporate Communicationsen_US
dc.relation.publicationcategoryMakale - Uluslararası Hakemli Dergi - Kurum Öğretim Elemanıen_US
dc.rightsinfo:eu-repo/semantics/closedAccessen_US
dc.snmzKY05200
dc.subjectSocial Listeningen_US
dc.subjectSocial Monitoringen_US
dc.subjectBusiness Social Analyticsen_US
dc.subjectSocial Mediaen_US
dc.titleA survey of corporate communication professionals' perspective on social listening and analyticsen_US
dc.typeArticle
dspace.entity.typePublication

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