1887
Volume 2021, Issue 2
  • EISSN: 2616-4930

Abstract

تُعالِج الدراسة الحالية العلاقة السِّياقِيَّة بين تحليل البيانات الضخمة من الشبكات الاجتماعية وإدارة المعرفة المستدامة للاِتِّجاهات التَّسويقيَّة بالتَّرْكيز على مفهوم، وركائِز، ومراحِل إدارة المعرفة المستدامة للاِتِّجاهات التَّسويقيَّة، وإلقاء الضوء على أهمية البيانات الضخمة في الشبكات الاجتماعية للاِتِّجاهات التَّسويقيَّة. اعتمدت الدراسة على منهج تحليل المحتوى لتحقيق أهدافها. وقدمت الدراسة رُؤية مفيدة للمُتخصِّصِين في مجال إدارة المعرفة عُمومًا، والجِهات التَّسويقيَّة خُصوصًا. أظهرت الدراسة أن نوع العلاقة بين تحليل البيانات الضخمة من الشبكات الاجتماعية وإدارة المعرفة المستدامة للاِتِّجاهات التَّسويقيَّة علاقة تكامُليَّة تحقق هدف اتِّخاذ القرارات التَّسويقيَّة الآنِية، وتدعم التنبُّؤ بالقرارات التَّسويقيَّة التي تُواكِب الاحتياجات المعرفيَّة المستقبليَّة. كما توصلت الدراسة إلى أن المعرفة -أي الخبرة- بإدارة البيانات الضخمة في الشبكات الاجتماعية، تُؤدِّي إلى تَمكِين أنظمة إدارة المعرفة المستدامة في الجِهات التَّسويقيَّة. أوصت الدراسة الباحثين، بالتَّعمُّق في دراسة التحدِّيات التي قد تتصدَّى لِتحليل البيانات الضخمة من الشبكات الاجتماعية. و للجهات التَّسويقيَّة توصيات تدور حول الاستفادة من البيانات الضخمة المتاحة على الشبكات الاجتماعية وتحليلها، بِالاِعتمَاد على ركائِز ومراحِل إدارة المعرفة المستدامة؛ لِتحقِيق الفوائِد طويلة وقصيرة الأجل.

: This study addressed the contextual relation between analyzing social networking big data and sustainable knowledge management of marketing trends. To do so, the study examined the concept, pillars, stages of sustainable knowledge management of marketing trends, and highlighted the importance of big data in social networks for these trends. The study used the content analysis method as this method provides a useful vision for knowledge management specialists in general, and for marketing agencies in particular. Results: The paper showed how complementary is the relation between analyzing big data from social networks and managing sustainable knowledge of marketing trends, as it achieves the goal of immediate marketing decision-making, and supports the prediction of marketing decisions that keep pace with the future cognitive needs. the study concluded that knowledge of managing big data in social networks enables sustainable knowledge management systems in marketing entities. 1) for researchers, to study in depth the challenges that might address the analysis of big data from social networks; 2) for marketing agencies, the recommendations revolve around the use and analysis of big data available on social networks by relying on the pillars and stages of sustainable knowledge management to achieve long-term and short-term benefits.

Loading

Article metrics loading...

/content/journals/10.5339/jist.2021.8
2021-09-07
2021-09-27
Loading full text...

Full text loading...

/deliver/fulltext/jist/2021/2/jist.2021.8.html?itemId=/content/journals/10.5339/jist.2021.8&mimeType=html&fmt=ahah

References

  1. النهاري، عبد العزيز محمد و السريحي، حسن عواد. (2002). مقدمة في مناهج البحث العلمي. جدة: دار الخلود للنشر والتوزيع.
  2. وانج، لین والصبحي، محمد إبراهيم. (2019). توأمة علم البيانات مع علم المعلومات بمدارس علم المكتبات والمعلومات. المجلة العلمية للمكتبات والوثائق والمعلومات. 1(2). 311-339. https://dx.doi.org/10.21608/jslmf.2019.36210
  3. Abang, A. M., Ramayah, T., & May, C. L. (2020). Sustainable knowledge management and firm innovativeness: The contingent role of innovative culture. Sustainability, 12(17), 1–15. http://dx.doi.org.sdl.idm.oclc.org/10.3390/su12176910
  4. Akroush, M., & Al-Mohammad, S. (2010). The effect of marketing knowledge management on organizational performance: An empirical investigation of the telecommunications organizations in Jordan. International Journal of Emerging Markets, 5(1), 38–77.
  5. Al-Dmour, H., Asfour, F., Al-Dmour, R., & Al-Dmour, A. (2020). Validation of the impact of marketing knowledge management on business performance via digital financial innovation as a mediating factor. VINE Journal of Information and Knowledge Management Systems. https://doi-org.sdl.idm.oclc.org/10.1108/VJIKMS-05-2020-0085
  6. Chopra, A., Avhad, V., & Jaju, S. (2020). Influencer marketing: An exploratory study to identify antecedents of consumer behavior of millennial. Business Perspectives and Research. https://doi.org/10.1177/2278533720923486
  7. Ekambaram, A., Sørensen, A. Ø., Bull-Berg, H., &Olsson, N. O. (2018). The role of big data and knowledge management in improving projects and project-based organizations. Procedia Computer Science, 138, 851–858. DOI: https://doi.org/10.1016/j.procs.2018.10.111
  8. Fang, Y., Jiang, G. L., Makino, S., & Beamish, P. W. (2010). Multinational firm knowledge, use of expatriates, and foreign subsidiary performance. Journal of Management Studies, 47(1), 27–54.
  9. Gohary, A., & Hamzelu, B. (2016). Modeling customer knowledge management to make value co-creation. Business Information Review, 33(1), 19–27. https://doi.org/10.1177/0266382116631850
  10. Hagstrom, M. (2012). High-performance analytics fuels innovation and inclusive growth: Use big data, hyperconnectivity and speed to intelligence to get true value in the digital economy. Journal of Advanced Analytics, 2, 3–4.
  11. Hallikainen, H., Savimäki, E., & Laukkanen, T. (2020). Fostering B2B sales with customer big data analytics. Industrial Marketing Management, 86, 90–98. https://doi.org/10.1177/0266382116631850
  12. Hua, G. B. (2013). Knowledge management. In G. B. Hua (ed.), Implementing IT business strategy in the construction industry. IGI Global. USA. http://doi:10.4018/978-1-4666-4185-3.ch005
  13. Hutajulu, B., & Harisno. (2019, April 8–11). Social media influence as an enabler of a sustainable knowledge management system inside PT. ABC organization. Asian Conference on Intelligent Information and Database Systems, Yogyakarta, Indonesia. https://doi.org/10.1007/978-3-030-14802-7_9
  14. Jabbar, A., Akhtar, P., & Dani, S. (2020). Real-time big data processing for instantaneous marketing decisions: A problematization approach. Industrial Marketing Management, 90, 558–569. https://doi.org/10.1016/j.indmarman.2019.09.001
  15. Kamoun-Chouk, S., Berger, H., & Sie, B. H. (2017). Towards integrated model of big data (BD), business intelligence (BI) and knowledge management (KM). In L. Uden, W. Lu, & I. H. Ting (Eds.), Knowledge management in organizations. KMO 2017. Communications in Computer and Information Science, 731, https://doi.org/10.1007/978-3-319-62698-7_40
  16. Kauffmann, E., Peral, J., Gil, D., Ferrández, A., Sellers, R., & Mora, H. (2020). A framework for big data analytics in commercial social networks: A case study on sentiment analysis and fake review detection for marketing decision-making. Industrial Marketing Management, 90, 523–537. https://doi.org/10.1016/j.indmarman.2019.08.003
  17. Liu, X., Shin, H., & Burns, A. C. (2019). Examining the impact of luxury brand's social media marketing on customer engagement: Using big data analytics and natural language processing. Journal of Business Research, 1–12. https://doi.org/10.1016/j.jbusres.2019.04.042
  18. Lytras, M., Visvizi, A., Zhang, X., & Aljohani, N. R. (2020). Cognitive computing, big data analytics and data driven industrial marketing. Industrial Marketing Management, 90, 663–666. https://doi.org/10.1016/j.indmarman.2020.03.024
  19. Shabbir, M. Q.,& Gardezi, S. B. (2020). Application of big data analytics and organizational performance: The mediating role of knowledge management practices. Journal of Big Data, 7(47), 1–17. https://doi.org/10.1186/s40537-020-00317-6
  20. Shaw, M. J., Subramaniam, C., Tan, G. W., & Welge, M. E. (2001). Knowledge management and data mining for marketing. Decision Support Systems, 31(1), 127–137. https://doi.org/10.1016/S0167-9236(00)00123-8
  21. Sheth, J. N., & Parvatiyar, A. (2020). Sustainable marketing: Market-driving, not market-driven. Journal of Macromarketing, 41(1), 150–165. https://doi.org/10.1177/0276146720961836
  22. Siami-Namini, S. (2018). Knowledge management challenges in public sectors. Research Journal of Economics, 2(3). Retrieved November 8, 2020, from https://www.scitechnol.com/peer-review/knowledge-management-challenges-in-public-sectors-jhI0.php?article_id=7533
  23. Smith, R. G. (2019). Critical success factors: Pillars of sustainable knowledge management. Retrieved November 5, 2020, from http://www.reidgsmith.com/...l_Success_Factors.htm
  24. Sohal, D., Ragsdell, G., Hislop, D., & Brown, P. (2018). Sustainable knowledge management: The role of knowledge management audits. K&IM Refer: Journal of the Knowledge and Information Management Group, 34(1), 22–25.
  25. Song, P., Zheng, C., Zhang, C., & Yu, X. (2018). Data analytics and firm performance: An empirical study in an online B2C platform. Information & Management, 55(5), 633–642. https://doi.org/10.1016/j.im.2018.01.004
  26. Thomas, A., & Chopra, M. (2020). On how big data revolutionizes knowledge management. In B. George & J. Paul (Eds.), Digital transformation in business and society, 39–60. https://doi.org/10.1007/978-3-030-08277-2_3
  27. Valacherry, A. K., & Pakkeerappa, P. (2018). Customer knowledge management via social eedia: A case study of an Indian Retailer. Journal of Human Values, 24(1), 39–55. https://doi.org/10.1177/0971685817733571
  28. Wang, W. Y. C., & Wang, Y. (2020). Analytics in the era of big data: The digital transformations and value creation in industrial marketing. Industrial Marketing Management, 86, 12–15. https://doi.org/10.1016/j.indmarman.2020.01.005
  29. Wedel, M., & Kannan, P. K. (2016). Marketing analytics for data-rich environments. Journal of Marketing, 80(6), 97–121. https://doi.org/10.1509/jm.15.0413
  30. White, K. (2019). Publications output: U.S. trends and international comparisons. Retrieved April 11, 2021, from http://www.chinanews.com/gn/2020/11-13/9338017.shtml.
  31. Xu, Z., Frankwick, G. L., & Ramirez, E. (2016). Effects of big data analytics and traditional marketing analytics on new product success: A knowledge fusion perspective. Journal of Business Research, 69(5), 1562–1566. https://doi.org/10.1016/j.jbusres.2015.10.017
  32. Ying, H. (n.d). Application of knowledge management in enterprise marketing management. The Big Stage Journal. Retrieved November 5, 2020, from https://www.21ks.net/lunwen/yxgl/67313.html [in China]
http://instance.metastore.ingenta.com/content/journals/10.5339/jist.2021.8
Loading
/content/journals/10.5339/jist.2021.8
Loading

Data & Media loading...

This is a required field
Please enter a valid email address
Approval was a Success
Invalid data
An Error Occurred
Approval was partially successful, following selected items could not be processed due to error