Content-Based Analytics of Diffusion on Social Big Data: A Case Study on Korean Telecommunication Companies

Abstract

Social networking services have been playing an important role of communicating with customers. Particularly, firms seek to deploy Twitter for the benefit of their business because it has rapidly become an information vehicle for consumers who are disseminating information on products and services. Thus, this study examines how information shared by firms is diffused and what the important factors in understanding information dissemination are. Specially, this study classifies the types of tweets posted by a firm (@olleh_mobile) and then to investigate the effect of these types of tweets on diffusion. By using content analysis, this study defined two categories (‘Information providing’ and ‘Advertisement’ type) and eight subordinate concepts (News, Usage, Preview, Notice, Sale, Benefit, Event, Service public relations). These results indicate that the differences are significant for all three types of information content. It shows that firms can spread information more quickly by providing the ‘Information and advertisement’ type rather than the ‘Advertisement’ type.