Generating and exploiting customer insights from social media data

Alexander Wieneke () and Christiane Lehrer
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Alexander Wieneke: University of St. Gallen (HSG)
Christiane Lehrer: University of St. Gallen (HSG)

Electronic Markets, 2016, vol. 26, issue 3, No 6, 245-268

Abstract: 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.

Keywords: Customer insights; Customer data; Social media; Absorptive capacity; Capabilities (search for similar items in EconPapers)
JEL-codes: M15 (search for similar items in EconPapers)
Date: 2016
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Citations: View citations in EconPapers (10)

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DOI: 10.1007/s12525-016-0226-1

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