| Autor: |
Noushin Mohammadian, Omid Fatahi Valilai |
| Jazyk: |
angličtina |
| Rok vydání: |
2024 |
| Předmět: |
|
| Zdroj: |
IEEE Access, Vol 12, Pp 119133-119145 (2024) |
| Druh dokumentu: |
article |
| ISSN: |
2169-3536 |
| DOI: |
10.1109/ACCESS.2024.3449113 |
| Popis: |
The increasing importance of social media stems from its pervasive influence on customer behavior, particularly with the rising prominence of influencers. Understanding how influencers impact user loyalty and behavior has become a focal point for researchers. This study delves into the capabilities of social media analytics and the influential roles of key individuals in shaping customer behaviors. Employing a system dynamics approach and leveraging Python for sentiment analysis, this study investigates the interplay between influencers and customer behaviors. A system dynamics model is developed to elucidate these capabilities, integrating them through omnichannel touchpoints across product lifecycle management (PLM) cycles to drive sustainability in customer behavior models. The core concept of Social Media Analytics serves as the foundation for integrating influencer roles into touchpoints where customers engage with social media, particularly within omnichannel strategies. The developed causal model captures the interactions among agents and the influencing parameters, exploring various scenarios to analyze the influencer-driven paradigm shift. Case study models focusing on the Cell phone and E-Auto industries provide insights into the capabilities of influencer-driven trends in shifting consumer behavior paradigms toward sustainability perspectives. |
| Databáze: |
Directory of Open Access Journals |
| Externí odkaz: |
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