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SOCIAL NETWORKS AS CHALLENGE FOR MARKETING INTELLIGENCE

Sanja Bijakšić orcid.org/0000-0003-4574-7610 ; Faculty of Economics University of Mostar
Brano Markić ; Faculty of Economics University of Mostar
Arnela Bevanda ; Faculty of Economics University of Mostar

Abstract

Social networks are changing the way of connection and communication between people by increasing the amount of publicly available information and knowledge. People of similar professional backgrounds and occupations link to online communities to share information. This has a direct impact on what is one of the most difficult aspects of marketing intelligence "efficient and rapid collection and sharing of data and information". The aim of marketing intelligence is not only access data but manage them, analyze them and based on the analysis to make the right decisions related to customers, products, price, promotion, sale. Therefore, a large number of companies today are looking for solutions by marketing intelligence that will enable access to text data, analyze them and improve the quality of marketing decisions. The paper raises the hypothesis that it is possible to build a system for marketing intelligence that collects and analyzes data from social networks and uses the analysis results (information) to make precise, concise and accurate marketing decisions. In the paper is used the R programming language for marketing intelligence system and the R language demonstrated satisfactory simplicity and application power.

Keywords

marketing intelligence; text mining; social network; sentiment analysis; marketing decision making

Hrčak ID:

234490

URI

https://hrcak.srce.hr/234490

Publication date:

1.3.2018.

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