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Analyzing Customer Engagement Using Twitter Analytics: A Case of Uber Car-Hailing Services

Abstract : Nowadays, most of the organizations and businesses develop online services, which add value in their business and even increase their customer base. Social Media has changed the dynamics of digital marketing. Social media gives power to customers to post, share, and review content. Customers can directly interact with other customers and companies. In this paper, we will analysis huge user-generated content which can be used by organizations for their customer engagement strategies. The purpose of this study is to derive insights using Twitter Analytics on Twitter data to understand how businesses use Twitter for customer engagement strategies. Data collected from Twitter. The present paper uses descriptive and content analysis techniques for analyzing the tweets. The analysis will help in identifying the gaps in the priorities of the stakeholders. With the right customer engagement strategies, companies can make benefits.
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Submitted on : Tuesday, March 17, 2020 - 2:55:10 PM
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Saroj Bijarnia, Richa Khetan, P. Ilavarasan, Arpan Kar. Analyzing Customer Engagement Using Twitter Analytics: A Case of Uber Car-Hailing Services. 18th Conference on e-Business, e-Services and e-Society (I3E), Sep 2019, Trondheim, Norway. pp.404-414, ⟨10.1007/978-3-030-29374-1_33⟩. ⟨hal-02510123⟩

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