Competitive intelligence in social media Twitter: iPhone 6 vs. Galaxy S5

Purpose – The purpose of this paper is to mine competitive intelligence in social media to find the market insight by comparing consumer opinions and sales performance of a business and one of its competitors by analyzing the public social media data. Design/methodology/approach – An exploratory test using a multiple case study approach was used to compare two competing smartphone manufacturers. Opinion mining and sentiment analysis are conducted first, followed by further validation of results using statistical analysis. A total of 229,948 tweets mentioning the iPhone6 or the GalaxyS5 have been collected for four months following the release of the iPhone6; these have been analyzed using natural language processing, lexicon-based sentiment analysis, and purchase intention classification. Findings – The analysis showed that social media data contain competitive intelligence. The volume of tweets revealed a significant gap between the market leader and one follower; the purchase intention data also reflect...

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