CONTENT ANALYSIS OF SOCIAL MEDIA: A GROUNDED THEORY APPROACH

Social media has become a vital part of social life. Meanwhile, social media enables governments and organizations to engage people while allowing consumers to make informed decisions. Therefore, converting social media content into information, key concepts, and themes is crucial for generating kno...

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Bibliographic Details
Published in:Journal of electronic commerce research 2015, Vol.16 (2), p.138-152
Main Authors: Lai, Linda S L, To, W M
Format: Article
Language:English
Subjects:
Classification
Content analysis
Data mining
Electronic commerce
Error
Grounded theory
Human error
Information management
Internet
Knowledge
Machine learning
Research methodology
Sample size
Sentiment analysis
Social life
Social media
Social networks
Social research
Studies
User behavior
User generated content
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Summary:Social media has become a vital part of social life. Meanwhile, social media enables governments and organizations to engage people while allowing consumers to make informed decisions. Therefore, converting social media content into information, key concepts, and themes is crucial for generating knowledge and formulating strategies. In this paper, the researchers introduce a grounded theory approach that involves defining the goal and scope of a study; logically and systematically identifying social media sources, total sample size, and the sample size of every source category; employing computer-aided lexical analysis with statistical and graphical methods to identify the key dimensions of the topic while minimizing human errors, as well as coding and categorization biases; and interpreting the findings of the study. This systematic approach was illustrated with the destination image of Macao as an example. This paper contributes to electronic commerce research by presenting a novel approach for extracting, analyzing, and understanding social media content.
ISSN:1938-9027
1526-6133
1526-6133