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

Considering the importance of web 3.0 enterprises in online retailing, this article addresses how these enterprises operate in Iranian context. DigiKala, is an online retailer that has been one of the most successful Start-ups in Iran and has gains 85-90% of the online retailers market of the countr...

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Autores:
Fatemeh Sharafi Farzad
Shaghayegh Kolli
Tohid Soltani
Saeid Ghanbary
Tipo de recurso:
Fecha de publicación:
2019
Institución:
Universidad EAFIT
Repositorio:
Repositorio EAFIT
Idioma:
eng
OAI Identifier:
oai:repository.eafit.edu.co:10784/13933
Acceso en línea:
http://hdl.handle.net/10784/13933
Palabra clave:
Web 3.0 enterprise
Social Network Analysis
Thematic analysis
E-commerce
Customer Behavioral Pattern
Digikala
Online Shopping
Twitter
empresa Web 3.0 enterprise
análisis de redes sociales
análisis temático
comercio electrónico
patrón de comportamiento del cliente
DigiKala
compras en línea
Twitter
Rights
License
Copyright © 2019 Fatemeh Sharafi Farzad, Shaghayegh Kolli, Tohid Soltani, Saeid Ghanbary
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dc.title.eng.fl_str_mv Digital Brands and Web 3.0 Enterprises: Social Network Analysis and Thematic Analysis of User activities and Behavioral Patterns in Online Retailers
dc.title.spa.fl_str_mv Marcas digitales y empresas de la Web 3.0: análisis de redes sociales y análisis temático de las actividades de los usuarios y patrones de comportamiento del comercio minorista en línea
title Digital Brands and Web 3.0 Enterprises: Social Network Analysis and Thematic Analysis of User activities and Behavioral Patterns in Online Retailers
spellingShingle Digital Brands and Web 3.0 Enterprises: Social Network Analysis and Thematic Analysis of User activities and Behavioral Patterns in Online Retailers
Web 3.0 enterprise
Social Network Analysis
Thematic analysis
E-commerce
Customer Behavioral Pattern
Digikala
Online Shopping
Twitter
empresa Web 3.0 enterprise
análisis de redes sociales
análisis temático
comercio electrónico
patrón de comportamiento del cliente
DigiKala
compras en línea
Twitter
title_short Digital Brands and Web 3.0 Enterprises: Social Network Analysis and Thematic Analysis of User activities and Behavioral Patterns in Online Retailers
title_full Digital Brands and Web 3.0 Enterprises: Social Network Analysis and Thematic Analysis of User activities and Behavioral Patterns in Online Retailers
title_fullStr Digital Brands and Web 3.0 Enterprises: Social Network Analysis and Thematic Analysis of User activities and Behavioral Patterns in Online Retailers
title_full_unstemmed Digital Brands and Web 3.0 Enterprises: Social Network Analysis and Thematic Analysis of User activities and Behavioral Patterns in Online Retailers
title_sort Digital Brands and Web 3.0 Enterprises: Social Network Analysis and Thematic Analysis of User activities and Behavioral Patterns in Online Retailers
dc.creator.fl_str_mv Fatemeh Sharafi Farzad
Shaghayegh Kolli
Tohid Soltani
Saeid Ghanbary
dc.contributor.author.spa.fl_str_mv Fatemeh Sharafi Farzad
Shaghayegh Kolli
Tohid Soltani
Saeid Ghanbary
dc.contributor.affiliation.spa.fl_str_mv Universidad Sains Malaysia
Universidad Allameh Tabataba’i
Universidad IRIB
Universidad Allameh Tabataba’i
dc.subject.keyword.eng.fl_str_mv Web 3.0 enterprise
Social Network Analysis
Thematic analysis
E-commerce
Customer Behavioral Pattern
Digikala
Online Shopping
Twitter
topic Web 3.0 enterprise
Social Network Analysis
Thematic analysis
E-commerce
Customer Behavioral Pattern
Digikala
Online Shopping
Twitter
empresa Web 3.0 enterprise
análisis de redes sociales
análisis temático
comercio electrónico
patrón de comportamiento del cliente
DigiKala
compras en línea
Twitter
dc.subject.keyword.spa.fl_str_mv empresa Web 3.0 enterprise
análisis de redes sociales
análisis temático
comercio electrónico
patrón de comportamiento del cliente
DigiKala
compras en línea
Twitter
description Considering the importance of web 3.0 enterprises in online retailing, this article addresses how these enterprises operate in Iranian context. DigiKala, is an online retailer that has been one of the most successful Start-ups in Iran and has gains 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 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 the relationships and individual nodes in the network. Then, thematic analysis method applied to analyze 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 events namely Black Friday which DigiKala offered considerable discounts for the customers. Some implications of our research are also presented at the end of this article.
publishDate 2019
dc.date.available.none.fl_str_mv 2019-10-04T13:23:49Z
dc.date.accessioned.none.fl_str_mv 2019-10-04T13:23:49Z
dc.date.issued.none.fl_str_mv 25/06/2019
dc.date.none.fl_str_mv 25/06/2019
dc.type.eng.fl_str_mv article
info:eu-repo/semantics/article
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1692-0279
dc.identifier.uri.none.fl_str_mv http://hdl.handle.net/10784/13933
dc.identifier.doi.none.fl_str_mv 10.17230/Ad-minister.34.6
identifier_str_mv 2256-4322
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10.17230/Ad-minister.34.6
url http://hdl.handle.net/10784/13933
dc.language.iso.eng.fl_str_mv eng
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dc.rights.eng.fl_str_mv Copyright © 2019 Fatemeh Sharafi Farzad, Shaghayegh Kolli, Tohid Soltani, Saeid Ghanbary
dc.rights.coar.fl_str_mv http://purl.org/coar/access_right/c_abf2
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rights_invalid_str_mv Copyright © 2019 Fatemeh Sharafi Farzad, Shaghayegh Kolli, Tohid Soltani, Saeid Ghanbary
Acceso abierto
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dc.coverage.spatial.eng.fl_str_mv Medellín de: Lat: 06 15 00 N degrees minutes Lat: 6.2500 decimal degrees Long: 075 36 00 W degrees minutes Long: -75.6000 decimal degrees
dc.publisher.spa.fl_str_mv Universidad EAFIT
dc.source.none.fl_str_mv instname:Universidad EAFIT
reponame:Repositorio Institucional Universidad EAFIT
dc.source.spa.fl_str_mv AD-minister: No 34 (2019)
instname_str Universidad EAFIT
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spelling Medellín de: Lat: 06 15 00 N degrees minutes Lat: 6.2500 decimal degrees Long: 075 36 00 W degrees minutes Long: -75.6000 decimal degrees25/06/20192019-10-04T13:23:49Z25/06/20192019-10-04T13:23:49Z2256-43221692-0279http://hdl.handle.net/10784/1393310.17230/Ad-minister.34.6Considering the importance of web 3.0 enterprises in online retailing, this article addresses how these enterprises operate in Iranian context. DigiKala, is an online retailer that has been one of the most successful Start-ups in Iran and has gains 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 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 the relationships and individual nodes in the network. Then, thematic analysis method applied to analyze 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 events namely Black Friday which DigiKala offered considerable discounts for the customers. Some implications of our research are also presented at the end of this article.Teniendo en cuenta la importancia de las empresas Web 3.0 en el comercio minorista en línea, este artículo explica cómo operan estas empresas en el contexto iraní. DigiKala, es un minorista en línea que ha sido una de las empresas emergentes (start-ups) más exitosas en Irán y ha ganado entre el 85 y el 90% del mercado de minoristas en línea del país. Esta empresa ha comenzado a transformar su cadena de valor hacia un negocio de plataforma. Por otro lado, Twitter como microblogging de redes sociales gratuito, ha sido una de las herramientas más importantes en el mercado en línea, ya que los clientes, especialmente en los mercados digitales, comparten sus comentarios positivos y negativos con respecto a su experiencia de compra. En esta investigación, en primer lugar, se utilizó el método de análisis de redes sociales (SNA) para comprender las relaciones y los nodos individuales en la red. Luego, se aplicó un método de análisis temático para analizar los trinos (tweets) enviados para lograr los patrones de comportamiento de los usuarios. El uso de diferentes redes sociales, como Twitter, y compartir los comentarios también es válido para DigiKala como empresa Web 3.0. Esta investigación estudió la red de tweets en eventos especiales, a saber, el Black Friday, en el que DigiKala ofreció descuentos considerables a sus clientes. Algunas implicaciones de nuestra investigación también se presentan al final de este artículo.text/htmlengUniversidad EAFIThttp://publicaciones.eafit.edu.co/index.php/administer/article/view/5840http://publicaciones.eafit.edu.co/index.php/administer/article/view/5840Copyright © 2019 Fatemeh Sharafi Farzad, Shaghayegh Kolli, Tohid Soltani, Saeid GhanbaryAcceso abiertohttp://purl.org/coar/access_right/c_abf2instname:Universidad EAFITreponame:Repositorio Institucional Universidad EAFITAD-minister: No 34 (2019)Digital Brands and Web 3.0 Enterprises: Social Network Analysis and Thematic Analysis of User activities and Behavioral Patterns in Online RetailersMarcas digitales y empresas de la Web 3.0: análisis de redes sociales y análisis temático de las actividades de los usuarios y patrones de comportamiento del comercio minorista en líneaarticleinfo:eu-repo/semantics/articlepublishedVersioninfo:eu-repo/semantics/publishedVersionArtículohttp://purl.org/coar/version/c_970fb48d4fbd8a85http://purl.org/coar/resource_type/c_6501http://purl.org/coar/resource_type/c_2df8fbb1Web 3.0 enterpriseSocial Network AnalysisThematic analysisE-commerceCustomer Behavioral PatternDigikalaOnline ShoppingTwitterempresa Web 3.0 enterpriseanálisis de redes socialesanálisis temáticocomercio electrónicopatrón de comportamiento del clienteDigiKalacompras en líneaTwitterFatemeh Sharafi FarzadShaghayegh KolliTohid SoltaniSaeid GhanbaryUniversidad Sains MalaysiaUniversidad Allameh Tabataba’iUniversidad IRIBUniversidad Allameh Tabataba’iAD-minister34111130ORIGINALMarcas digitales y empresas de la Web 3.0 análisis de redes sociales y análisis temático de las actividades de los usuarios y patrones de comportamiento del comercio minorista e.pdfMarcas digitales y empresas de la Web 3.0 análisis de redes sociales y análisis temático de las actividades de los usuarios y patrones de comportamiento del comercio minorista e.pdfTexto completo PDFapplication/pdf1073857https://repository.eafit.edu.co/bitstreams/1d0ae0cc-e959-4b07-b2c5-b19699f2313b/download4d7563472cac26b36cd3597516e750eeMD52articulo.htmlarticulo.htmlTexto completo HTMLtext/html374https://repository.eafit.edu.co/bitstreams/169ffadb-cac4-4ff8-b26a-1d541c668765/download76aea1ee2493639cec3962b89642bcd6MD53THUMBNAILminiatura-administer.jpgminiatura-administer.jpgimage/jpeg8755https://repository.eafit.edu.co/bitstreams/49089f9d-aeae-41b0-8111-a04e9edbf906/download87c28d32b620f3408b1c70a3c505fbd8MD5110784/13933oai:repository.eafit.edu.co:10784/139332019-12-05 10:50:54.52open.accesshttps://repository.eafit.edu.coRepositorio Institucional Universidad EAFITrepositorio@eafit.edu.co

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