Social Media Analysis in Building Customer Trust - Systematic Literature Review

Abstract

Social media usage growth is so rapid that many companies are competing using social media as their marketing vehicle to improve customer engagement and improve their services to their customers. This research aims to analyze the use of social media in e-commerce in various types of industries and countries. The method used in this study is SLR - Systematic Literature Review. The results of this study identify the types of social media platforms used according to the type of industry and country, analysis of the main focus of journal studies regarding the use of social media in building the customer trust and methods used related to the case study. Related to social media big data analytic the most method use is Lexicon-based approach with Twitter is the context that is most often used. The general framework of Lexicon-based approach social media analysis is also depicted. This research can ultimately provide information to researchers and interested parties regarding the methods used by companies in analyzing social media to increase customer trust.