Big Social Data Analytics for the Consumer Electronics Industry: Analysis of Consumer Interactions and Psychological Consumer Behaviour on Social Media Platforms

Donatas Varnas

Student thesis: Master thesis


Society has become a “digital society” where most interactions are now happening in the digital space. Therefore, the objective of this project is to gain insights into dynamic consumer behaviour on Samsung Mobile Facebook and provide practical recommendations on how to improve Search Engine Optimization (SEO) strategies. This leads to the following two research questions: RQ1: “What could big social data analysis from Samsung’s Mobile Facebook page say about their user's dynamic behaviour on Facebook platform and how does affect consumers buying behaviour?” and RQ2: “How could Samsung use textual analysis of user-generated content on their Facebook page to improve organic search (SEO) presence on Google Search Engine and drive organic traffic?”. The need of answering latter research questions arises from the amount of social data generated online that could be intelligently used for optimization of marketing and business strategies. Conceptual framework presents concepts and theories necessary to understand problem formulation, research questions, and data analytics methods and techniques, while related work sums up insights from the industry sector, similar research questions, and data analytics. Data analytic tools such as Excel, Tableau, MUTATO, MOZ, were used for time-series data visualization, keyword analysis, topic modeling, brand sentiment, domain classification, and SEO potential analysis. The research has found that Samsung Mobile Facebook community mostly engages on Product Introduction type of posts, that are videos or photos by liking and commenting, followed by joyful emotions and neurotic personality tendencies. Consumer decision-making stages analysis has identified Knowledge, Awareness, and Purchase as primary stages, which is really positive from the conversion rate optimization perspective. Text analysis of user-generated content has identified English as a primary communication language followed by Spanish that can be used for tailored marketing strategies. In addition, keyword analysis and topic modeling presents keywords such as galaxy s8 review, galaxy s8 specs, galaxy s8 plus case, galaxy s8 battery life, galaxy s8 removable battery and other topics that can be used by Samsung for SEO strategies to drive organic traffic

EducationsMSc in Business Administration and E-business, (Graduate Programme) Final Thesis
Publication date2018
Number of pages109
SupervisorsRavi Vatrapu