Purpose With the soaring volumes of brand-related social media conversations, digital marketers have extensive opportunities to track and analyse consumers’ feelings and opinions about brands, products or services embedded within consumer-generated content (CGC). These “Big Data”...

The surge of interest in big social data has led to growing demand for social media analytics (SMA). Having robust SMA can help firms create value and achieve competitive advantages. However, most firms do not always know how to embrace big social data to establish a path to value. This study...

Social media enable companies to assess consumers' opinions, complaints and needs. The systematic and data-driven analysis of social media to generate business value is summarized under the term Social Media Analytics which includes statistical, network-based and language-based approaches. We...