Lead User Identification in Online Forums with Social Media Analytics

Daniel Seifert & Anton Schloesser

Student thesis: Master thesis

Abstract

The aim of this thesis is to show how social media analytics facilitates the identification of lead users among members of an online forum. Our research summarizes and discusses literature from the areas of lead user research and social media analytics and combines both streams of research to analyze user behavior on social media platforms. We describe different computer-aided methods to identify individuals that possess the specific lead user characteristics ‘ahead of trend’, ‘dissatisfaction’, ‘involvement’, ‘opinion leadership’ and ‘product-related knowledge and expertise’. In triangulating our findings with the result of a mass screening search we could enhance the validity of our approach.

EducationsMSc in Management of Innovation and Business Development, (Graduate Programme) Final ThesisMSc in Business Administration and Information Systems, (Graduate Programme) Final Thesis
LanguageEnglish
Publication date2016
Number of pages142
SupervisorsDaniel Hardt