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Generating and exploiting customer insights from social media data

Author

Listed:
  • Alexander Wieneke

    (University of St. Gallen (HSG))

  • Christiane Lehrer

    (University of St. Gallen (HSG))

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.

Suggested Citation

  • Alexander Wieneke & Christiane Lehrer, 2016. "Generating and exploiting customer insights from social media data," Electronic Markets, Springer;IIM University of St. Gallen, vol. 26(3), pages 245-268, August.
    • Handle: RePEc:spr:elmark:v:26:y:2016:i:3:d:10.1007_s12525-016-0226-1
    DOI: 10.1007/s12525-016-0226-1
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    References listed on IDEAS

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    3. Muninger, Marie-Isabelle & Mahr, Dominik & Hammedi, Wafa, 2022. "Social media use: A review of innovation management practices," Journal of Business Research, Elsevier, vol. 143(C), pages 140-156.
    4. Hassani, Abdeslam & Mosconi, Elaine, 2022. "Social media analytics, competitive intelligence, and dynamic capabilities in manufacturing SMEs," Technological Forecasting and Social Change, Elsevier, vol. 175(C).
    5. Rainer Alt & Jan Fabian Ehmke & Reinhold Haux & Tino Henke & Dirk Christian Mattfeld & Andreas Oberweis & Barbara Paech & Alfred Winter, 2019. "Towards customer-induced service orchestration - requirements for the next step of customer orientation," Electronic Markets, Springer;IIM University of St. Gallen, vol. 29(1), pages 79-91, March.
    6. Othman Boujena & Isabelle Ulrich & Aikaterini Manthiou & Bruno Godey, 2021. "Customer engagement and performance in social media: a managerial perspective," Electronic Markets, Springer;IIM University of St. Gallen, vol. 31(4), pages 965-987, December.
    7. Ulrike Baumöl & Linda Hollebeek & Reinhard Jung, 2016. "Dynamics of customer interaction on social media platforms," Electronic Markets, Springer;IIM University of St. Gallen, vol. 26(3), pages 199-202, August.
    8. Robin Hirt & Niklas Kühl & Gerhard Satzger, 2019. "Cognitive computing for customer profiling: meta classification for gender prediction," Electronic Markets, Springer;IIM University of St. Gallen, vol. 29(1), pages 93-106, March.
    9. Michael Blaschke & Uwe Riss & Kazem Haki & Stephan Aier, 2019. "Design principles for digital value co-creation networks: a service-dominant logic perspective," Electronic Markets, Springer;IIM University of St. Gallen, vol. 29(3), pages 443-472, September.
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    More about this item

    Keywords

    Customer insights; Customer data; Social media; Absorptive capacity; Capabilities;
    All these keywords.

    JEL classification:

    • M15 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - IT Management

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