Abstract
This study looks at the use of sentiment analysis and opinion mining in business intelligence by organisations to develop and sustain a competitive advantage. It discusses variables such as organisation structure, business intelligence, knowledge management, and opinions mining as some sources of competitive advantage. The approach for this research is based on a positivist paradigm. A survey research strategy was used and a questionnaire was used to collect sample data. The analysis revealed that variables related to knowledge management (KM) and business intelligence (BI) can be used to explain sustainable competitive advantage (CA). The regression model showed that the surrogate variables related to KM and BI can be used to explain CA; while OM was insignificant, taking into account the sample, its size and the context within which the study was conducted. The finding may appear contradictory to literature, implying that OM may not be contributing to sustainable competitive advantage. However, on closer scrutiny, the surrogate variable that represents the dependent construct of sustainable competitive advantage directly ‘speaks’ to the role of OM orientated towards processes that utilize opinions geared towards integration of KM and BI for sustaining competitive advantage. Thus, while the regression model depicted OM as insignificant in CA, the significant surrogate variable used for representing the dependent variable specifically captured the import of OM. OM, while negated as an independent variable, found its way as the ‘glue’ in linking BI and KM to sustainable CA. Key words: Business intelligence, competitive advantage, sentiment analysis, opinion mining, competitive advantage.
Highlights
In recent years, there has been an outstanding and overwhelming growth in technology and its application within organisations
This study is focused on exploring the following research question: How can organisations use sentiments analysis in business intelligence and knowledge management to build a sustainable competitive advantage? The main objective of this paper is to investigate the use of sentiment analysis to gain competitive advantage
This study was premised on the notion that opinion mining/sentiment analysis, knowledge management and business intelligence plays a role in influencing the competitiveness of organizations
Summary
There has been an outstanding and overwhelming growth in technology and its application within organisations. Many of these organisations have adopted technology to have easier execution of processes, but to be at a better advantage than their competition. Linking competitive advantage to business intelligence (BI) has emerged as one of the key topics in organizational science and information systems (Chen et al, 2012). BI has seen many enhancements and significant.
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