Examining the Role of Social Media Analytics in Providing Competitive Intelligence

This study examines the role of social media analytics (SMA) in providing competitive intelligence (CI). Building on CI theory, data from qualitative semi-structured interviews with respondents belonging to media, manufacturing, telecommunication, IT and service industries were analyzed using Nvivo coding matrix queries. The results show that SMA provides an expanded beyond previous limits customers/markets competitors, including insights supply chains, costs information-flow. Moreover, SMA-driven can provide visibility chain uncertainties enabling improvements demand planning inventory management. about competitors’ strengths weaknesses customers’ dynamics; however, bi-directional nature could be determinantal if SM-linked customers are not educated/kept informed. Matrix query illuminate differences/similarities respondents’ views. Academically, shows businesses previously known scope competitor analysis.