هوش رقابتی مبتنی‌بر محتوای شبکه‌های اجتماعی و عوامل مؤثر بر فرایند آن

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشیار، دانشکدۀ مدیریت و حسابداری، دانشگاه علامه طباطبائی، تهران، ایران

2 دانشجوی دکتری، دانشکدۀ مدیریت و حسابداری، دانشگاه علامه طباطبائی، تهران، ایران

3 استاد، دانشکدۀ مدیریت و حسابداری، دانشگاه علامه طباطبائی، تهران، ایران

4 استادیار، دانشکدۀ مدیریت و حسابداری، دانشگاه علامه طباطبائی، تهران، ایران

چکیده

< p>باتوجه‌به گسترش استفاده از شبکه‌های اجتماعی و غنی‌تر شدن محتوای موجود در این شبکه‌ها، استفاده از مدل‌های مختلف هوش رقابتی مبتنی‌بر محتوای تولید‌شدة کاربران، به یکی از علاقه‌مندی‌های بسیاری از سازمان‌ها و ارگان‌ها تبدیل شده است. هدف این پژوهش، شناسایی عوامل مؤثر بر مراحل مختلف فرایند هوش رقابتی مبتنی‌بر محتوای شبکة اجتماعی است. پژوهش به‌صورت کیفی و در قالب یک پژوهش کاربردی برنامه‌ریزی و اجرا شده است. در این پژوهش با استفاده از مرور نظام‌مند پژوهش‌های پیشین، عوامل مختلف اثرگذار بر چرخة هوش رقابتی مبتنی‌بر محتوای شبکه‌های اجتماعی، شناسایی شده و سپس این عوامل کدگذاری و با استفاده از تحلیل مضمون در مضامین مختلف دسته‌بندی شده‌اند. نتایج پژوهش ضمن خلاصه‌سازی و معرفی پژوهش‌های برتر قبلی، نشان می‌دهد فرایند هوش رقابتی مبتنی‌بر شبکه‌های اجتماعی شامل چهار مرحلة طرح‌ریزی و جهت‌دهی، جمع‌آوری داده‌ها، تحلیل و انتشار نتایج است. در این پژوهش، درمجموع ۲۴ عامل مؤثر مختلف شناسایی‌ شده است که هرکدام در کمّیت و کیفیتِ بخشی از نتایج به‌دست‌آمده از مراحل یادشده مؤثرند. سازمان‌ها برای استفادة بهتر از مزایای هوش رقابتی مبتنی‌بر محتوای شبکه‌های اجتماعی، باید به این عوامل توجه بیشتری داشته باشند.

کلیدواژه‌ها

عنوان مقاله [English]

Competitive Intelligence based on Social Network Content and the Factors Affecting its Process

نویسندگان [English]

  • Mohammad Reza Taghva 1
  • Amirhasan Naseri 2
  • Kamran Feizi 3
  • Iman Raeesi Vanani 4
1 Associate Professor, Faculty of Management and Accounting, Allameh Tabataba&amp;rsquo;i University, Tehran, Iran
2 Ph.D. Student, Faculty of Management and Accounting, Allameh Tabataba&amp;rsquo;i University, Tehran, Iran
3 Professor, Faculty of Management and Accounting, Allameh Tabataba&rsquo;i University, Tehran, Iran
4 Assistant Professor, Faculty of Management and Accounting, Allameh Tabataba&rsquo;i University, Tehran, Iran
چکیده [English]

< p >Given the increasing use of social media and the richer content available on these networks, using various competitive intelligence models based on user-generated content has become one of the many interests of organizations and institutions. The purpose of this research was to identify the factors affecting various stages of the process of competitive intelligence based on the content of the social media. The research had a qualitative method and was implemented in the form of an applied research. In this research, using the systematic review of previous studies, various factors affecting the competitive social networking cycle based on the content of social media have been identified. Then, the identified factors have been coded and categorized into different themes using thematic analysis. The results of the research, while summarizing and introducing previous superior studies, showed that the process of competitive intelligence based on social network consisted of four stages of planning and directing, data collection, analysis, and distribution of results. In this study, a total of 24 different influential factors have been identified, each of which contributed to the quantity and quality of some of the results obtained from these steps. Organizations should consider these factors to better exploit the advantages of competitive intelligence based on the content of social networks.

کلیدواژه‌ها [English]

  • Competitive Intelligence
  • Social Networks
  • Text Mining
  • Thematic Analysis.‎

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  • تاریخ دریافت: 15 مرداد 1398
  • تاریخ بازنگری: 22 آذر 1398
  • تاریخ پذیرش: 25 آذر 1398

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