Abstract
Today, businesses are utilizing social media as part of their strategy for communicating with and understanding the behaviors of their consumers. The widespread public use of social media is a relatively new phenomenon that presents an ongoing, ever-changing challenge to companies and creates a unique set of risks as well as advantages to decision-makers. At the same time expansion into the online social space offers tremendous potential strategic advantages including demographic targeting from a new, pervasive reflection of consumers and brand advocates. Social media thus takes on a new relevance in forging relationships of brand co-creation. The research project, in its entirety, seeks to derive business value from social data by designing and developing a series of dashboards for those who struggle to interpret and keep up with the social data created around a brand and marketing campaign.
The following prototype demo demonstrates how the tool is theoretically informed (in a theory of social data), technically robust and sound (via visual analytics), methodologically rigorous (following Action Design Research), and empirically evaluated (in real-world campaigns and trainee evaluations). We first outline the foundation of tool development with focus on the main perspectives guiding the research. A presentation of the actual tool development is subsequently put forward highlighting the main components of the tool.
The following prototype demo demonstrates how the tool is theoretically informed (in a theory of social data), technically robust and sound (via visual analytics), methodologically rigorous (following Action Design Research), and empirically evaluated (in real-world campaigns and trainee evaluations). We first outline the foundation of tool development with focus on the main perspectives guiding the research. A presentation of the actual tool development is subsequently put forward highlighting the main components of the tool.
Originalsprog | Engelsk |
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Titel | New Horizons in Design Science: Broadening the Research Agenda : Proceedings of the 10th International Conference, DESRIST 2015 |
Redaktører | Brian Donnellan, Markus Helfert, Jim Kenneally, Debra VanderMeer, Marcus Rothenberger, Robert Winter |
Udgivelsessted | Cham |
Forlag | Springer Science+Business Media |
Publikationsdato | 2015 |
Sider | 386-390 |
ISBN (Trykt) | 9783319187136 |
ISBN (Elektronisk) | 9783319187143 |
DOI | |
Status | Udgivet - 2015 |
Begivenhed | The 10th International Conference on Design Science Research in Information Systems and Technology. DESRIST 2015 - Clontarf Castle, Dublin, Irland Varighed: 20 maj 2015 → 22 maj 2015 Konferencens nummer: 10 http://desrist2015.computing.dcu.ie/ |
Konference
Konference | The 10th International Conference on Design Science Research in Information Systems and Technology. DESRIST 2015 |
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Nummer | 10 |
Lokation | Clontarf Castle |
Land/Område | Irland |
By | Dublin |
Periode | 20/05/2015 → 22/05/2015 |
Internetadresse |
Navn | Lecture Notes in Computer Science |
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Nummer | 9073 |
ISSN | 0302-9743 |