1st Edition
Social Media Analytics in Predicting Consumer Behavior
Information is very important for businesses. Businesses that use information correctly are successful while those that don’t, decline. Social media is an important source of data. This data brings us to social media analytics. Surveys are no longer the only way to hear the voice of consumers. With the data obtained from social media platforms, businesses can devise marketing strategies. It provides a better understanding consumer behavior. As consumers are at the center of all business activities, it is unrealistic to succeed without understanding consumption patterns.
Social media analytics is useful, especially for marketers. Marketers can evaluate the data to make strategic marketing plans. Social media analytics and consumer behavior are two important issues that need to be addressed together. The book differs in that it handles social media analytics from a different perspective. It is planned that social media analytics will be discussed in detail in terms of consumer behavior in the book. The book will be useful to the students, businesses, and marketers in many aspects.
The Concept of Social Media
Ahmet Türkmen
Social Media Marketing
Esen Şahin
Formulating a Social Media Strategy
Banu Külter Demirgüneş
Introduction to Social Media Analytics
Gohar F. Khan
Social Media Analytics in Consumer Behavior
Parisa Alizadehfanaeloo
Social Media Actions Analytics
Samiullah Naeemi
Measuring Web Site Performance with Web Analytics
Fatih Sinan Esen
Mobile Analytics
Zeynep Aydın Gökgöz
Ethics and Social Media Analytics
Hamayoun Ghafourzay
Biography
Selay Ilgaz Sümer is an Associate Professor at Department of Management in Faculty of Economics and Administrative Sciences in Başkent University, Ankara, Turkey. She received her PhD in Business Administration in 2011. Her research interest is marketing. She has published several articles in different journals and been indexed in sources like Social Sciences Citation Index (SSCI), Science Citation Index-Expanded (SCI-Exp), Crossref, Index Copernicus. She has published numerous articles, conference proceedings and book chapters. She has also edited some books. Dr. Ilgaz Sümer has been in academia since 2002. She teaches undergraduate and graduate courses. She takes part in postgraduate juries. Dr. Ilgaz Sümer has supervised various master thesis conducted on consumer behavior. Furthermore, she is a member of various referee boards of key journals. She has chaired sessions in international conferences. In addition, she has taken part in a project related with entrepreneur women. Her primary research interests are consumer behavior, digital marketing, services marketing, and marketing strategies.
Nurettin Parıltı is a Professor in Department of Business. Prof. Parıltı received his BSc degree in 1986 from Atatürk University. He received his MSc in 1991 and PhD in 1995 from Gazi University, Business Administration. He has been a faculty member at the Department of Business Administration since 1987. He teaches a wide array of compulsory and elective courses in consumer behavior, marketing, and business.