Towards business partnership recommendation using user opinion on Facebook

Abstract

The identification of strategic business partnerships can potentially provide competitive advantages for businesses; however, due to the dynamics and uncertainty present in business environments , this task could be challenging. To help businesses in this task , this study presents a similarity model between businesses that consider the opinions of users on content shared by businesses on social media. Thus, this model captures significant virtual relationships among businesses that are generated by users in the virtual world. Besides, we propose an algorithm for detecting business communities in the considered model. We also propose an algorithm to identify possible business outliers in the detected communities, which could represent an automatic way to identify non-obvious relations that might deserve particular attention of business owners. By exploring approximately 280 million user reactions on Facebook, we show that our results could favor the development of, for example, a new strategic business partnership recommendation service.

Business Relationship Network Model from Social Reactions Data

“…For example, Cluster 1 (Figure 3a) is related to leisure, containing predominantly food, drink and entertainment businesses, Cluster 2 ( Figure 3b) contains most businesses related to beauty and style, while Cluster 3 (Figure 3c) is more related to establishments about automotive products and services. This analysis shows the existence of a predominant context in each community [18] . Knowing that there is a tendency of having a predominant context of business in communities, outliers (i.e., business outside the predominant type of business) can be useful for decision makers.…”

“…Also, the edge most weighted was found between these two nodes ("Prefeitura de Curitiba" and "RPC"), with a value of 127958. After some data cleaning/filtering procedures [17,18] and running Algorithm 1 with the parameters considered, 144 communities were detected, each ranging from 4 to 30 businesses all located in the city of Curitiba. An example of these communities is illustrated in Figure 2, which containing entertainment businesses (e.g., "Blood Rock Bar", and "SSCWB -Shinobi Spirit") and food businesses (e.g., "Ca'dore Comida Descomplicada"), so we can notice they are businesses inside the "leisure" context.…”

“…As an improvement of the results, outliers cannot be ignored in the results presented here, as they might represent non-trivial potential business partnerships [18] . Although outliers are not part of the dominant context, they still have strong connections to businesses from that context.…”

Edible bird nest farming business development strategy in the Pulang Pisau Regency, Central Kalimantan Province, Indonesia

“…This effort is done as a form of contribution and concern for the community around the swiftlet's house. Relationship interaction is also carried out between swiftlet farmers by exchanging information through social media for marketing purposes [60] and using the internet to support the development of edible bird nest businesses.…”

Communication Management in Promoting Knowledge and Creativity in Fostering Innovations in the Creative Organizations

“…Entrenchment of social networks has fundamentally changed communication of organizations as they have significantly increased stakeholders' opportunities to engage in communication and the opportunities for organizations to develop interactive communication with stakeholders. Social networks provide businesses with a new space for developing their activities and open up completely new activity perspectives (Kim et al, 2011;Razmerita & Kirchner, 2011), facilitate acquisition of resources, dissemination of novelties and development of strategic partnerships (Tsutsumi et al, 2019), ensure the possibility to promptly reach various stakeholder groups (Ayuso et al, 2006), provide opportunities to develop the dialogue with stakeholders and various opportunities for collaboration (Capriotti et al, 2021;Ayuso et al, 2006), accelerate knowledge-sharing processes and promote nonformal learning from each other (Miller, 2012), enable to develop relationship marketing and conduct market research (Kim & Choi, 2019), allow to understand market changes and carry out marketing activities (Atanassova & Clark, 2015), to respond to customer inquiries and needs, to collect and analyze user-related data (Tsutsumi et al, 2019;Rocha et al, 2013), help to shape image and reputation, increase organizational awareness and visibility (Capriotti et al, 2021), to perform social responsibility activities (Cortado & Chalmeta, 2016), etc. Thus, organizations perceive the benefits of social networks and use them as a means to achieve various goals in activities such as strategic management, scientific research and its development, marketing and sales, finance, human resources, security, sponsorship and advertising, brand management, public relations, crisis management, etc., which have a significant impact on the activities of organizations (Parveen et al, 2015).…”