Digital Brands and Web 3.0 Enterprises: Social Network Analysis and Thematic Analysis of User activities and Behavioral Patterns in Online Retailers
| Autor | Fatemeh Sharafi Farzad - Shaghayegh Kolli - Tohid Soltani - Saeid Ghanbary |
| Cargo | PhD student in Business at Universiti Sains Malaysia - Iranian researcher in media management. She has earned an M.A. in media management at Allameh Tabataba'i University - Iranian researcher in media management. He has earned an M.A. in media management at Allameh Tabataba'i University of faculty of communication |
| Páginas | 111-130 |
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AD-MINISTER
ABSTRACT
Considering the importance of web 3.0 enterprises in online retailing, this article addresses how these
enterprises operate in Iranian context. DigiKala, is an online retailer that has been one of the most
successful Start-ups in Iran and has gains 85-90% of the online retailers market of the country. This
enterprise has started to evolve its value chain to a platform business. On the other hand, twitter as
a free social networking microblogging has been one of the most important tools in online market, as
customers, especially on digital markets, share their positive and negative comments in regard with their
purchase experience. In this research, firstly social network analysis (SNA) method used to understand
the relationships and individual nodes in the network. Then, thematic analysis method applied to analyze
the sent tweets to achieve users’ behavioral patterns. Using different social media, like twitter, and
sharing the feedback is also valid for Digikala as a web 3.0 enterprises. This research studied the network
of tweets in a special events namely Black Friday which DigiKala offered considerable discounts for the
customers. Some implications of our research are also presented at the end of this article.
KEYWORDS
Web 3.0 enterprise, Social Network Analysis, Thematic analysis, E-commerce, Customer Behavioral
Pattern, Digikala, Online Shopping, Twitter
Digital Brands and Web 3.0 Enterprises: Social
Network Analysis and Thematic Analysis of User
activities and Behavioral Patterns in Online Retailers
Marcas digitales y empresas de la Web 3.0: análisis de redes sociales y análisis temático de las
actividades de los usuarios y patrones de comportamiento del comercio minorista en línea
FATEMEH SHARAFI FARZAD
TOHID SOLTANI
SHAGHAYEGH KOLLI
SAEID GHANBARY
JEL: M, M, O
Received:
Modified:
Accepted:
DOI: 10.17230/ad-minister.34.6
www.eafit.edu.co/ad-minister
1 PhD student in Business at Universiti Sains Malaysia. She is doing her PhD in Corporate Social
Innovations. She has the experience of working as a management expert in Tehran city council for
about 6 years. She also have been involved in 2 national research projects. She has published more than
10 articles in national and international conferences. ORCID: https://orcid.org/0000-0002-4568-8078
Email: fatemeh.farzad@student.usm.my or fshfarzad@gmail.com
2 Graduated from IRIB university in 2018 with M.A in media management and from Tabriz Islamic
Arts University in 2014 with a Bachelor of Arts in multimedia. Tohid's research interests focus upon
the gamification and knowledge management in media firms. He is particularly interested in the
eectiveness of gamification on motivation and engagement of employee in workplace. ORCID:
https://orcid.org/0000-0002-5597-326X. Email: tohidslt@gmail.com
3 Iranian researcher in media management. She has earned an M.A. in media management at Allameh
Tabataba'i University, faculty of communication. Also, She has got Bachelor of multimedia from Tabriz
Islamic art University. Shaghayegh research areas of interest include media management, media
economy, social network analyzing (SNA), Big Data, and eye tracking studies and media behavioral
science. ORCID: https://orcid.org/0000-0002-0101-352X. Email: Shaghayegh.kolli.91@gmail.com
4 Iranian researcher in media management. He has earned an M.A. in media management at Allameh
Tabataba’i University of faculty of communication. His areas of interest include media economics,
media branding and resilience of media organizations. He is the author of the book resilience Iranian
news agencies in natural disasters. Also, Ghanbary has worked as a journalist in Iranian news agencies.
ORCID: https://orcid.org/0000-0002-6689-8488. Email: s.ghanbary@atu.ac.ir
AD-minister Nº. 34 january - june 2019 pp. 111 - 130 · ISSN 1692-0279 · eISSN 2256-4322
Fatemeh Sharafi Farzad · Tohid Soltani · Shaghayegh Kolli · Saeid Ghanbary
Digital Brands and Web 3.0 Enterprises: Social Network Analysis and Thematic
Analysis of User activities and Behavioral Patterns in Online Retailers
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AD-MINISTER
RESUMEN
Teniendo en cuenta la importancia de las empresas Web 3.0 en el comercio minorista en línea, este artículo
explica cómo operan estas empresas en el contexto iraní. DigiKala, es un minorista en línea que ha sido una
de las empresas emergentes (start-ups) más exitosas en Irán y ha ganado entre el 85 y el 90% del mercado
de minoristas en línea del país. Esta empresa ha comenzado a transformar su cadena de valor hacia un
negocio de plataforma. Por otro lado, Twitter como microblogging de redes sociales gratuito, ha sido una de
las herramientas más importantes en el mercado en línea, ya que los clientes, especialmente en los mercados
digitales, comparten sus comentarios positivos y negativos con respecto a su experiencia de compra. En esta
investigación, en primer lugar, se utilizó el método de análisis de redes sociales (SNA) para comprender las
relaciones y los nodos individuales en la red. Luego, se aplicó un método de análisis temático para analizar los
trinos (tweets) enviados para lograr los patrones de comportamiento de los usuarios. El uso de diferentes redes
sociales, como Twitter, y compartir los comentarios también es válido para DigiKala como empresa Web 3.0.
Esta investigación estudió la red de tweets en eventos especiales, a saber, el Black Friday, en el que DigiKala
ofreció descuentos considerables a sus clientes. Algunas implicaciones de nuestra investigación también se
presentan al final de este artículo.
PALABRAS CLAVE
Empresa Web 3.0 enterprise, análisis de redes sociales, análisis temático, comercio electrónico (E-commerce),
patrón de comportamiento del cliente, DigiKala, compras en línea, Twitter
INTRODUCTION
Web 3.0 is empowered by technologies of co-creation(Ciasullo, Troisi, & Cosimato,
2018; Martínez-Cañas, Ruiz-Palomino, Linuesa-Langreo, & Blázquez-Resino, 2016)
and has characterized by enabling cooperation (Fuchs, 2017). This generation
of web has evolved the linear businesses into platform businesses (Parker, Van
Alstyne, & Choudary, 2016) in a way that dierent stakeholders exchange the
value they are seeking for in the Web 3.0 enterprise platform (Reillier & Reillier,
2017). In such context retailers evolve from owning of resources to control of
exchange (Choudary, 2015) and global online retailers such as Amazon adopt
platform-based ecosystems (Reillier & Reillier, 2017). In such dramatically evolving
business environment, there are many opportunities for digital retailers to act
entrepreneurial action (Achtenhagen, 2017; Khajeheian, 2016; Labafi & Williams,
2018). to address niche markets (Khajeheian, 2017) that exchange of information,
commodities, and content (Parker et al., 2016).
Web 2.0 (and 3.0) also characterized by feedback, that enabled and required
companies to listen to their customers to get more information about their choices
and interests (Cogburn & Espinoza-Vasquez, 2011; Thackeray, Neiger, Hanson, &
McKenzie, 2008). In such case, Social networks allow users to disseminate their
opinion and feeling about brands and companies’ services and products and also
their purchase experience (Choi, Hwang, Kim, Ko, & Kim, 2014; Ibrahim & Wang,
2019; Maia, Almeida, & Almeida, 2008). They express their opinion in dierent
ways such as tweet, retweet, mention, like and follow other users. In the age of
e-commerce, these activities and behaviors about brands provide useful evidences
and information for decision makers to discover the opportunities, solve their
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