Generating and exploiting customer insights from social media data
Journal
Electronic Markets
ISSN
1019-6781
ISSN-Digital
1422-8890
Type
journal article
Date Issued
2016-05-27
Author(s)
Research Team
Competence Center Social CRM
Abstract
Previous research has emphasized the virtues of customer insights as a key source of competitive advantage. The rise of customers’ social media use allows firms to collect customer data in an ever-increasing volume and variety. However, to date, little is known about the capabilities required of firms to turn social media data into valuable customer insights and exploit these insights to create added value for customers. Based on the dynamic capabilities perspective, in particular the concept of absorptive capacity (ACAP), the authors conducted multiple case studies of seven mid-sized and large B2C firms in Switzerland and Germany. The results provide an in-depth analysis of the underlying processes of ACAP as well as contingent factors – that is, physical, human and organizational resources that underpin the firms’ ACAP.
Funding(s)
Language
English
HSG Classification
contribution to scientific community
HSG Profile Area
SoM - Business Innovation
Refereed
No
Publisher
Springer
Publisher place
Heidelberg
Volume
26
Number
3
Start page
245
End page
268
Subject(s)
Division(s)
Eprints ID
248509