- Title
- #Liberty breach: An exploratory usage case of NodeXL Pro as a social media analytics tool for Twitter
- Creator
- Struweg, Ilse
- Subject
- Social media analytics, NodeXL Pro, social network analysis
- Date
- 2018
- Type
- Conference proceedings
- Identifier
- http://hdl.handle.net/10210/283709
- Identifier
- uj:30607
- Identifier
- Citation: Struweg, I. 2018. #Liberty breach: An exploratory usage case of NodeXL Pro as a social media analytics tool for Twitter.
- Description
- Abstract: Social media analytics uses data mining tools, platforms, and analytics techniques to collect and analyse infinite amounts of social media data. Social media analytics tools extract patterns and connections from data, for insight into market sentiments and requirements, to enhance business intelligence. ‘Network Overview, Discovery and Exploration for Excel Pro’ (NodeXL Pro) is a social media analytics tool that simplifies basic network analysis tasks and supports the analysis of social media networks. NodeXL Pro does sophisticated ‘crawling’ (extracting data) across a range of social media platforms. Through a qualitative case study design, this study explores and describes the use of NodeXL Pro through empirical and multimodal analysis and social network visualisation of social media data of the Liberty Holdings Ltd data breach crisis case in June 2018. The hashtag ‘#Liberty breach’ resulted in 10 000 data sources (‘tweets’) from the social media platform Twitter. This study is unique on two levels. Firstly, it appears to be the first study in the South African marketing literature to use NodeXL Pro in social media analytics. Secondly, it presents the case study as a usage case to describe, in a step‐by‐step way, the functionalities of NodeXL Pro through social network analysis. The main finding of the paper focuses on the usability and manifold features (including the integrated visualisation tool) of NodeXL Pro. This social media analytics tool can open doors for marketing scholars and practitioners alike to measure, map, and model collections of connections.
- Language
- English
- Rights
- ©2018, authors
- Full Text
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| View Details Download | SOURCE1 | #Liberty breach: An exploratory usage case of NodeXL Pro as a social media analytics tool for Twitter | 420 KB | Adobe Acrobat PDF | View Details Download |