Shopping marketplace analysis based on customer insights using social media analytics

Abstract

Using the recent advances in data analytics, Companies can leverage sentiment analysis to identify trends and areas for improvement of their market strategy and operation planning. This analysis allows them to understand the sentiments expressed by customers and accurately predict customer behavior. Social media platforms have fundamentally altered the field of digital marketing. The findings of this research try to provide:•Potential implications for businesses aiming to optimize their product offerings and enhance customer satisfaction within specific cultural contexts.•A case study has been designed for understanding customers' perceptions and satisfaction levels toward various shops, including local ethnic stores and big chain stores.The paper has conducted a literature review around main pillars like application of data analytics on social media, and sales strategies for establishing a marketplace using data analytics. Exploring the utilization of social media and customer feedback, the paper has proposed a conceptual model for creating insights for extraction of shopping experiences and factors used for customer purchasing decision making.