1st Edition

Social Media Analytics in Predicting Consumer Behavior

Edited By Selay Ilgaz Sumer, Nurettin Parilti Copyright 2023
    196 Pages 8 Color & 16 B/W Illustrations
    by CRC Press

    196 Pages 8 Color & 16 B/W Illustrations
    by CRC Press

    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


    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.