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Article
Alignment of Business and Social Media Strategies: Insights from a Text Mining Analysis
Journal of Business Analytics
  • Anand Jeyaraj, Wright State University - Main Campus
  • Amir H. Zadeh, Wright State University - Main Campus
Document Type
Article
Publication Date
7-3-2018
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Abstract

Organizations utilize social media technologies for various customer engagement and external-facing activities in recent years. This research examines the extent to which the business strategies and social media strategies of organizations are aligned. Using a sample of 33 organizations competing in the information technology industry, the business strategies were operationalized using data extracted from the annual 10-K reports while the social media strategies were identified from the Twitter feeds. Topic modelling with latent semantic analysis revealed six different orientations in the business and social media strategies of organizations, which were used to evaluate alignment. This study also identified clusters of organizations with varying levels of alignment. Implications for research and practice are discussed.

Comments

Received Ranyard Medal for Best Paper published in Journal of Business Analytics for 2018-2019, Operational Research (OR) Society, United Kingdom, November 2020.

DOI
10.1080/2573234X.2019.1602002
Citation Information
Anand Jeyaraj and Amir H. Zadeh. "Alignment of Business and Social Media Strategies: Insights from a Text Mining Analysis" Journal of Business Analytics Vol. 1 Iss. 2 (2018) p. 117 - 134 ISSN: 2573-234X
Available at: http://works.bepress.com/anand-jeyaraj/60/