<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>1692-0279</journal-id>
<journal-title><![CDATA[AD-minister]]></journal-title>
<abbrev-journal-title><![CDATA[AD-minister]]></abbrev-journal-title>
<issn>1692-0279</issn>
<publisher>
<publisher-name><![CDATA[Escuela de Administración  de la Universidad EAFIT]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S1692-02792019000100119</article-id>
<article-id pub-id-type="doi">10.17230/ad-minister.34.6</article-id>
<title-group>
<article-title xml:lang="en"><![CDATA[Digital Brands and Web 3.0 Enterprises: Social Network Analysis and Thematic Analysis of User activities and Behavioral Patterns in Online Retailers]]></article-title>
<article-title xml:lang="es"><![CDATA[Marcas digitales y empresas de la Web 3.0: análisis de redes sociales y análisis temático de las actividades de los usuarios y patrones de comportamiento del comercio minorista en línea]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[SHARAFI FARZAD]]></surname>
<given-names><![CDATA[FATEMEH]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[KOLLI]]></surname>
<given-names><![CDATA[SHAGHAYEGH]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[SOLTANI]]></surname>
<given-names><![CDATA[TOHID]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[GHANBARY]]></surname>
<given-names><![CDATA[SAEID]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universiti Sains Malaysia  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Malasya</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,Allameh Tabataba'i University faculty of communication ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Iran.</country>
</aff>
<aff id="Af3">
<institution><![CDATA[,Tabriz Islamic Arts University  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Iran</country>
</aff>
<aff id="Af4">
<institution><![CDATA[,Allameh Tabataba&#8217;i University faculty of communication ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Iran.</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>06</month>
<year>2019</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>06</month>
<year>2019</year>
</pub-date>
<numero>34</numero>
<fpage>119</fpage>
<lpage>138</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_arttext&amp;pid=S1692-02792019000100119&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_abstract&amp;pid=S1692-02792019000100119&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_pdf&amp;pid=S1692-02792019000100119&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="en"><p><![CDATA[ABSTRACT 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&#8217; 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]]></p></abstract>
<abstract abstract-type="short" xml:lang="es"><p><![CDATA[RESUMEN Teniendo en cuenta la importancia de las empresas Web 3.0 en el comercio minorista en línea, este artículo explica cómo operan estas empresas en el contexto iraní. DigiKala, es un minorista en línea que ha sido una de las empresas emergentes (start-ups) más exitosas en Irán y ha ganado entre el 85 y el 90% del mercado de minoristas en línea del país. Esta empresa ha comenzado a transformar su cadena de valor hacia un negocio de plataforma. Por otro lado, Twitter como microblogging de redes sociales gratuito, ha sido una de las herramientas más importantes en el mercado en línea, ya que los clientes, especialmente en los mercados digitales, comparten sus comentarios positivos y negativos con respecto a su experiencia de compra. En esta investigación, en primer lugar, se utilizó el método de análisis de redes sociales (SNA) para comprender las relaciones y los nodos individuales en la red. Luego, se aplicó un método de análisis temático para analizar los trinos (tweets) enviados para lograr los patrones de comportamiento de los usuarios. El uso de diferentes redes sociales, como Twitter, y compartir los comentarios también es válido para DigiKala como empresa Web 3.0. Esta investigación estudió la red de tweets en eventos especiales, a saber, el Black Friday, en el que DigiKala ofreció descuentos considerables a sus clientes. Algunas implicaciones de nuestra investigación también se presentan al final de este artículo. JEL: M00, M15, O30]]></p></abstract>
<kwd-group>
<kwd lng="en"><![CDATA[Web 3.0 enterprise]]></kwd>
<kwd lng="en"><![CDATA[Social Network Analysis]]></kwd>
<kwd lng="en"><![CDATA[Thematic analysis]]></kwd>
<kwd lng="en"><![CDATA[E-commerce]]></kwd>
<kwd lng="en"><![CDATA[Customer Behavioral Pattern]]></kwd>
<kwd lng="en"><![CDATA[Digikala]]></kwd>
<kwd lng="en"><![CDATA[Online Shopping]]></kwd>
<kwd lng="en"><![CDATA[Twitter]]></kwd>
<kwd lng="es"><![CDATA[Empresa Web 3.0 enterprise]]></kwd>
<kwd lng="es"><![CDATA[análisis de redes sociales]]></kwd>
<kwd lng="es"><![CDATA[análisis temático]]></kwd>
<kwd lng="es"><![CDATA[comercio electrónico (E-commerce)]]></kwd>
<kwd lng="es"><![CDATA[patrón de comportamiento del cliente]]></kwd>
<kwd lng="es"><![CDATA[DigiKala]]></kwd>
<kwd lng="es"><![CDATA[compras en línea]]></kwd>
<kwd lng="es"><![CDATA[Twitter]]></kwd>
</kwd-group>
</article-meta>
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<article-title xml:lang=""><![CDATA[Social ties and user content generation: Evidence from Flickr]]></article-title>
<source><![CDATA[Information Systems Research]]></source>
<year>2013</year>
<page-range>71-87</page-range></nlm-citation>
</ref>
</ref-list>
</back>
</article>
