Digital Brands and Web 3.0 Enterprises: Social Network Analysis and Thematic Analysis of User activities and Behavioral Patterns in Online Retailers
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Keywords
Web 3.0 enterprise, Social Network Analysis, Thematic analysis, E-commerce, Customer Behavioral Pattern, Digikala, Online Shopping, Twitter
Abstract
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.
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Article Details
Fatemeh Sharafi Farzad, Universiti Sains Malaysia
PhD student in Business at Universiti Sains Malaysia. She is doing her PhD in Corporate Social Innovations. She has the experience of working as a management expert in Tehran city council for about 6 years. She also have been involved in 2 national research projects. She has published more than 10 articles in national and international conferences.
Shaghayegh Kolli, Allameh Tabataba’i university
Iranian researcher in media management. She has earned an M.A. in media management at Allameh Tabataba'i University, faculty of communication. Also, She has got Bachelor of multimedia from Tabriz Islamic art University. Shaghayegh research areas of interest include media management, media economy, social network analyzing (SNA), Big Data, and eye tracking studies and media behavioral science.
Tohid Soltani, IRIB University
Graduated from IRIB university in 2018 with M.A in media management and from Tabriz Islamic Arts University in 2014 with a Bachelor of Arts in multimedia. Tohid's research interests focus upon the gamification and knowledge management in media firms. He is particularly interested in the effectiveness of gamification on motivation and engagement of employee in workplace.
Saeid Ghanbary, Allameh Tabataba’i University
Iranian researcher in media management. He has earned an M.A. in media management at Allameh Tabataba’i University of faculty of communication. His areas of interest include media economics, media branding and resilience of media organizations. He is the author of the book resilience Iranian news agencies in natural disasters. Also, Ghanbary has worked as a journalist in Iranian news agencies.
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