The appearance of social media has completely revolutionized the way we communicate and interact with each other. However, our “connections” are not the only ones who have access to the information we share on these online platforms. This research analyzes the potential impact of social media gathered data in the competitive intelligence process of organizations. It does so by utilizing a mixed method research approach to better comprehend two phenomena. First, what is the current state of the competitive intelligence processes within companies? Secondly, an exploration of the potential contribution of social media to the competitive intelligence processes and how organizations can benefit from this. To draw understanding from these topics, qualitative and quantitative methods are employed, specifically interviews and surveys. These investigative tools allowed for the conclusion that the addition of social media data, after being filtered and processed, can benefit organizations and as such should be included in the competitive intelligence process.
|Journal||VINE Journal of Information and Knowledge Management Systems|
|Publication status||Submitted - Aug 2019|
- Competitive Intelligence
- Social Media