Resumo

SHARAFI FARZAD, FATEMEH; KOLLI, SHAGHAYEGH; SOLTANI, TOHID  e  GHANBARY, SAEID. Digital Brands and Web 3.0 Enterprises: Social Network Analysis and Thematic Analysis of User activities and Behavioral Patterns in Online Retailers. AD-minister [online]. 2019, n.34, pp.119-138. ISSN 1692-0279.  https://doi.org/10.17230/ad-minister.34.6.

Considering the importance of web 3.0 enterprises in online retailing, this article addresses how these enterprises operate in the Iranian context. DigiKala is an online retailer that has been one of the most successful Start-ups in Iran and has gained the 85-90% of the online retailers market of the country. This enterprise has started to evolve its value chain to a platform business. On the other hand, twitter as a free social networking microblogging has been one of the most important tools in the online market, as customers, especially on digital markets, share their positive and negative comments in regard with their purchase experience. In this research, firstly social network analysis (SNA) method used to understand the relationships and individual nodes in the network. Then, the thematic analysis method applied to analyze the sent tweets to achieve users’ behavioral patterns. Using different social media, like Twitter, and sharing the feedback is also valid for Digikala as a web 3.0 enterprises. This research studied the network of tweets in a special event, namely Black Friday, which DigiKala offered considerable discounts for the customers. Some implications of our study are also presented at the end of this article.

JEL: M00, M15, O30

Palavras-chave : Web 3.0 enterprise; Social Network Analysis; Thematic analysis; E-commerce; Customer Behavioral Pattern; Digikala; Online Shopping; Twitter.

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