Transnational Sentiment Analysis of Social Media for CSA Social Enterprise Innovation - From the Perspective of Sharing Economy and Collaborative Consumption

以社群媒體的跨國輿情分析協助社區支持農業之社會企業創新－從共享經濟與協同消費觀點

董惟鳳(Wei-Feng Tung) ； 邱郁峰(Yu-Feng Chiu)

《資訊管理學報》 26卷1期 (2019/01) Pp. 71-98

摘要

Purpose-In recent year sharing economy and collaborative consumption have become a global and innovative business strategies and trends. More business models based on sharing economy and collaborative consumption (CC) are growing rapidly (i.e, Airbnb, Uber, Zipcar) Coincidentally, the value proposition of agriculture social enterprises with community supported agriculture (CSA-SEs) nearly alike value proposition of CC and sharing economy (i.e., The Mana Group, Taiwan; Borders Maschinenring, UK; The Intervale Group, USA) However, most CSA-SEs are rarely discussed their social media strategies in existing literature. In order to enhance service innovation of CSA-SEs, this study is to analyze transnational social media's sentiments to help to understand their public opinions about their business performance. Thus, this study intends to bridge the gap between social media's sentiments and business innovation. In terms of the most commonly used social media platforms, Facebook, Instagram, Twitter, and YouTube are measured for social and business observations. Design/methodology/approach - The main research method is to statistical analyze the sentiment from social media using self-coded R language and PLOTY. Findings-From the research finding of UK and US CSA-SEs (Maschinering, Intervale), Instagram is identified as the most effective social media platform in inducing positive sentiments in consumers. Taiwanese CSA-SE (Manna) has been found to be mainly using pictures for its social media. The number of Facebook pages and additional social media platforms can be made instead. Future studies can build on the results of this study, include more variables or develop in-depth studies on the social media strategies of social enterprises. Research limitations/implications - One of the limitations is the choice of organizations of interest, which in this case, are agricultural businesses that are involved in sharing economy activities (social enterprises). Because of the nature of these organizations, their customer segments are often limited. The second limitation is the inclusion of organizations from multiple countries, whose culture, language and value differ greatly. Practical implications - This study provides insights into how CSA social enterprises operate social media to improve the different elements of business model innovation. These insights lead to the revelation of the importance of posting type and content in garnering positive sentiments. This study also finds that the Manna group, the focus group of this study, has been practicing the better social media strategy. Suggestions to consolidate its many sub-groups and to employ a pictorial-based social media platform are made to potentially improve its business performance. Originality/value-This study contributes to the growing literature on sharing economy activities and provides one of the first studies on sentiment analysis of social media usage strategies by CSA social enterprises in different regions. The novel approach of gauging customer sentiment using indicators unique to each social media platform and comments from the public provides new insights into CSA-SEs. The inclusion of multiple social media platforms in current study also increases the possibility of generalizing the findings of this study to other relative social enterprises. While the results of current study is reliable, social media's innovative strategy that can induce positive sentiment in customers can serve as a guide for other SEs' social media innovation.

關鍵字

social enterprises (SEs) ； social media ； sentiment analysis ； community supported agriculture (CSA) ； sharing economy ； collaborative consumption

並列摘要

近年共享經濟與協同消費成為全球與創新商業策略與趨勢之一。愈來越多的商業模式基於共享經濟與協同消費且逐漸成長中，例如：Airbnb、Uber、Zipcar共享經濟與協同消費也正與社區支援農業社會企業的價值主張相近，例如台灣瑪那社會企業、英國Borders Maschinenring、美國的Intervale Group。然而，卻很少文獻是探討關於社區支持農業的社會企業與他們的社群媒體策略，為了增進社區支持農業的服務創新，本研究分析跨國社群媒體輿情分析去幫助了解他們商業績效的公眾意見。因此，本文連結社群媒體輿情與商業創新，就所有普遍地使用社群與商業觀察，本研究採用R語言自行開發統計分析，並用PLOTY進行圖形視覺化。就美國與英國社會企業的研究發現，Instagram是他們最有效益的社群媒體，包括很多正面消費者輿情，並比較粉絲專頁數與其他社群媒體的使用。然而，這些跨國社群媒體輿情分析可以作為台灣社區支持農業社會企業或相關社企的社群媒體策略執行的參考。

並列關鍵字

社會企業 ； 社群媒體 ； 輿情分析 ； 社區支持農業 ； 共享經濟 ； 協同消費

參考文獻

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Botsman, R. and Rogers, R. (2011). ‘What’s mine is yours: how collaborative consumption is changing the way we live:’ Collins London.

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