An Adoption of Social Media Monitoring Tools for Business and Market Research
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Abstract
Market research is an important process for business to know the customer needs. In Thailand, people usually apply social media as a communication channel to review their interested products or services. They provide their opinions which are useful for market research and business development. This paper presents an adoption of social media monitoring tools for business and market research. Social media monitoring tools are explained in terms of features and functions to use for market research. Some monitoring tools are explained in various important functions. The experiments are performed based on the information from the users who have applied the social media monitoring tools for their works. We compared the usage of tools between two organizations. The result showed that there are some common features to support the business and market research. However, some different factors are also analyzed. Therefore, an adoption of social media monitoring tools is very important to support the market research in the current business.
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