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

Document Type : Original Article


1 Associate Professor, Faculty of Management and Accounting, Allameh Tabataba’i University, Tehran, Iran

2 Ph.D. Student, Faculty of Management and Accounting, Allameh Tabataba’i University, Tehran, Iran

3 Professor, Faculty of Management and Accounting, Allameh Tabataba’i University, Tehran, Iran

4 Assistant Professor, Faculty of Management and Accounting, Allameh Tabataba’i University, Tehran, Iran


< 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.


  1. اسماعیل پور، مجید. و کبیری فرد، دنیا(۱۳۹۸). «تأثیر ارتباطات دهان به دهان الکترونیک بر پاسخ‌های رفتاری مصرف‌کنندگان؛ مطالعه با تمرکز بر شبکة اجتماعی اینستاگرام». تحقیقات بازاریابی نوین، 9(2)، ۱۸۹-۲۱۲.
  2. ترقی، محمد و خاشعی، وحید (۱۳۹۴). تأثیر هوش رقابتی بر عملکرد بانک انصار، پایان‌نامة دانشگاه علامه طباطبایی، تهران.
  3. محمدی ترکمانی، احسان، قربانی، محمدحسین، باقری، قدرت‌اله و سروش، سجاد (۱۳۹۵). «طراحی مدل ارتقای سرمایة اجتماعی میان گروهی هواداران فوتبال». مدیریت سرمایة اجتماعی، 3(1)، ۸۹-۱۱۱.
    1. Abrahams, A. S., Jiao, J., Fan, W. Wang, G. A. & Zhang, Z. )2013(. What's buzzing in the blizzard of buzz? Automotive component isolation in social media postings. Decision Support Systems, 55(4),  871-882.
    2. Arora, A., Srivastava, A. & Bansal, S., 2019. Business competitive analysis using promoted post detection on social media. Journal of Retailing and Consumer Services.
    3. Bano, M. & Zowghi, D. )2015(. A systematic review on the relationship between user involvement and system success. Information and Software Technology, 58, 148-169.
    4. Batrinca, B. & Treleaven, P. C. )2015(. Social media analytics: A survey of techniques, tools and platforms. AI & Soc,   30(1),  89–116.
    5. Bernhardt, D. )1993(. Perfectly legal competitor intelligence: How to get it, us eit, and profıt it from it. London: Pitman Publishing.
    6. Bose, R., 2007. Competitive intelligence process and tools for intelligence analysis. Industrial Management & Data Systems, 108(4), 510-528.
    7. Bulger, N. J., 2016. The evolving role of intelligence: Migrating from traditional competitive intelligence to integrated intelligence. The International Journal of Intelligence, 18(1), 57-84.
    8. Calof, J. & Skinner, W. )1998(. Competitive intelligence for managers: a brave new world. The Journal of Public Sector Management, 28(2), 38-43.
    9. Carvalho de Almeida, F., Lesca, H. & Canton, A. W., 2016. Intrinsic motivation for knowledge sharing - competitive intelligence process in a telecom company. Journal of Knowledge Management,20(6),  1282-1301.
    10. Chakraborti, S. & Dey, S., 2018. Analysis of competitor intelligence in the era of big data: An integrated system using text summarization based on global optimization. Business & Information Systems Engineering, 61(3), 345-355.
    11. Chawinga, W. D. & Chipeta, G. T., 2017. A synergy of knowledge management and competitive intelligence: A key for competitive advantage in small and medium business enterprises. Business Information Review, 34(1), 25–36.
    12. Chen, H. )2010(. Business and market intelligence 2.0. IEEE Intelligent Systems, 25(2), 74-78.
    13. Dai, Y., Kakkonen, T. & Sutinen, E. )2011(. MinEDec : A decision-support model that combines text-mining technologies with two competitive intelligence analysis methods. International Journal of Computer Information Systems and Industrial Management Applications, 3, 165-173.
    14. Ferrara, E., De Meo, P., Fiumara, G. & Baumgartner, R. )2014(. Web data extraction, applications and techniques: A survey. Knowledge-Based Systems, 70, 301-323.
    15. Fong, C. S. & Wong, J. )2012(. Competitor analysis and accounting of social networking site service companies in China. Journal of Technology Management in China, 7(3), 243-255.
    16. Gilad, B. )2004(. Early Warning: Using Competitive Intelligence to Anticipate Market Shifts, Control Risk, and Create Powerful Strategies. New York: American Management Association.
    17. Gilad, B. )2016(. Developing Competitive Intelligence CapabilityThe, Montvale: Institute of Management Accountants.
    18. Guo, C., Du, Z. & Kou, X., 2018. Products ranking through aspect-based Sentiment analysis of online heterogeneous reviews. Journal of Systems Science and Systems Engineering, 27(5),  542-558.
    19. Håkansson, C. & Nelke, M. )2015(. Competitive Intelligence for Information Professionals. Kidlington: Elsevier.
    20. He, W., Shen, J., Tian, X., Li, Y., Akula, V., Yan, J. & Tao, R. )2015(. Gaining competitive intelligence from social media data: Evidence from two largest retail chains in the world. Industrial Management & Data Systems, 115(9), 1622-1636.
    21. He, W., Tian, X., Chen, Y. & Chong, D. )2016(. Actionable social media competitive analytics for understanding customer experiences. Journal of Computer Information Systems, 56(2), 145-155.
    22. He, W., Tian, X., Hung. A. Akula, V. & Zhang, W. )2107(. Measuring and comparing service quality metrics through social media analytics: A case study. Information Systems and e-Business Management. 16(3), 579-600.
    23. He, W., Wu, H., Yan, G., Akula, V. & Shen, J.)2015(. A novel social media competitive analytics framework with sentiment benchmarks. Information & Management, 52(7), 801-812.
    24. He, W., Zha, S. & Li, L. )2013(. Social media competitive analysis and text mining: A case study in the pizza industry. International Journal of Information Management, 33, 464-472.
    25. Itani, O. S., Agnihotri, R. & Dingus, R. )2017(. Social media use in B2b sales and its impact on competitive intelligence collection and adaptive selling: Examining the role of learning orientation as an enabler. Industrial Marketing Management. 66, 64-76.
    26. Jin, J., Ji, P. & Yan, S. )2017(. Comparison of series products from customer online concerns for competitive intelligence. Journal of Ambient Intelligence and Humanized Computing, 10(3), 937-952.
    27. Kahaner, L. )1996(. Competitive Intelligece, New York: Simon and Schuster.
    28. Kahaner, L. )1996(. The Basics of Competitive Intelligence. [Online] Available at:
    29. Kaplan, A. M. & Haenlein, M., 2010. Users of the world, unite! The challenges and opportunities of Social Media. Business Horizons, 53, 59-68.
    30. Kim, Y., Dwivedi, R., Zhang, J. & Ryul Jeong, S. )2016(. Competitive intelligence in social media Twitter: iPhone 6 vs. Galaxy S5. Online Information Review, 40(1),  42-61.
    31. Kim, Y. & Jeong, S. R. )2015(. Opinion-mining Methodology for Social Media Analytics. KSII Transactions on Internet and Information Systems  9(1),  391-406.
    32. Köseoglu, M. A., Ross, G. & Okumus, F., 2015. Competitive intelligence practices in hotels. International Journal of Hospitality Management, 51, 161-172.
    33. Kwahk, K.-Y. & Kim, B. )2017(. Effects of social media on consumers' purchase decisions: Evidence from Taobao. Service Business,11(4), 803-829.
    34. Lacity, M. C., Khan, S., Yan, A. & Willcocks, L. P. )2010(. A review of the IT outsourcing empirical literature and future research directions. Journal of Information Technology, 25(4),  395-433.
    35. Lee, I., 2019. Social media analytics for enterprises: Typology, methods, and processes. Business Horizons, 1-12.
    36. Lipizzi, C., Iandolib,, L. & Emmanuel Ramirez Marqueza,, J. )2015(. Extracting and evaluating conversational patterns in social media:A socio-semantic analysis of customers’ reactions to the launch ofnew products using Twitter streams. International Journal of Information Management,  35(4), 490–503.
    37. Liu, Y., Jiang, C. & Zhao, H., 2019. Assessing product competitive advantages from the perspective of customers by mining user-generated content on social media. Decision Support Systems, 123.
    38. MacKay, K., Barbe, D., Van Winkle, C. M. & Halpenny, E. )2017(. Social media activity in a festival context: temporal and content analysis. International Journal of Contemporary Hospitality Management, 29(2), 669-689.
    39. Moalla, I., Nabli, A., Bouzguenda, L. & Hammami, M. )2017(. Data warehouse design approaches from social media: review and comparison. Social Network Analysis & Mining, 7(5), 1-14.
    40. Orriols-Puig, A., Martínez-López, F. J., Casillas, J. & Lee, N. )2013(. Unsupervised KDD to creatively support managers' decision making with fuzzy association rules: A distribution channel application. Industrial Marketing Management, 42(4),532-543.
    41. Pantano, E., Giglio, S. & Dennis, C., 2018. Making sense of consumers’ tweets: Sentiment outcomes for fast fashion retailers through Big Data analytics. International Journal of Retail & Distribution Management. 47(9),  915-927.
    42. Prescott, J. )1999(. The evolution of competitive intelligence: Designing a process for action. APMP, 37-52.
    43. Rajaniemi, K. )2007(. Internet-based scanning of the competitive environment. Benchmarking,  465-481.
    44. Reinmoeller, P. & Ansari, S., 2016. The persistence of a stigmatized practice: A study of competitive intelligence. British Journal of Management, 27(1), 116–142.
    45. Ross, P., McGowan, C. & Styger, L.(2012), A comparison of theory and practice in market intelligence gathering for Australian micro-businesses and SMEs Proceedings of 19th International Business Research Conference 2012. Available at SSRN: or, H. N. & Erickson, G. S. )2017(. Big data systems: knowledge transfer or intelligence insights?. Journal of Knowledge Management.
    46. Rouach, D. & Santi, P. )2001(. Competitive Intelligence Adds Value: Five Intelligence Attitudes. European Management Journal, 9(5), p. 552–559.
    47. Shujahat, M., Hussain, S., Javad, S., Imarn Malik, M., Thurasamy, R. & Ali J.(2017). Strategic management model with lens of knowledge management and competitive iIntelligence: A review approach. VINE Journal of Information and Knowledge Management Systems, 47(1), 55-93.
    48. Strategic and Competitive Intelligence Professionals (SCIP) )2017(. [Online] Available at:
    49. Thomaz, G. M., Biz, A. A., Bettoni, E. M. & Mendes-Filho, L. )2016(. Content mining framework in social media: A FIFA world cup 2014 case analysis. Information & Management,54(6), 786-801.
    50. Tsokanas, N. & Fragouli, E. )2012(. Competitive intelligence: Concept, context and a case of its application. Science Journal of Business Management, 2, 1-15.
    51. Wu, C. )2011(. Deriving collective intelligence from reviews on the social Web using a supervised learning approach. Expert Systems with Applications, 38(10), 13149-13157.
    52. Xu, K., Shaoyi Liao, S., Li, J. & Song, Y. )2011(. Mining comparative opinions from customer reviews for Competitive Intelligence. Decision Support Systems, 50(4),  743-754.
    53. Yoon, J. )2012(. Detecting weak signals for long-term business opportunities using text mining of Web news. Expert Systems with Applications, 39(16), 12543-12550.
    54. Zarco, C., Santos, E. & Cordón, O., 2019. Advanced visualization of Twitter data for its analysis as a communication channel in traditional companies. Progress in Artificial Intelligence.1-17.
    55. Zeng, D., Chen, H., Lusch, R. & Li, S.-H. )2010(. Social Media Analytics and Intelligence. IEEE Intelligent Systems, 25(6), 13-16.