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

Main Article Content

Fatemeh Sharafi Farzad https://orcid.org/0000-0002-4568-8078
Shaghayegh Kolli https://orcid.org/0000-0002-0101-352X
Tohid Soltani https://orcid.org/0000-0002-5597-326X
Saeid Ghanbary https://orcid.org/0000-0002-6689-8488

Keywords

empresa Web 3.0 enterprise, análisis de redes sociales, análisis temático, comercio electrónico, patrón de comportamiento del cliente, DigiKala, compras en línea, Twitter

Resumen

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.

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