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Social business intelligence: Review and research directions Helena Gioti a , Stavros T. Ponis b* and Nikolaos Panayiotou b a Hellenic Open University, Greece b School of Mechanical Engineering, Section of Industrial Management and Operations Research, National Technical University Athens, Greece Corresponding author (*): [email protected] Received 14 June 2018 Accepted 20 August 2018 ABSTRACT Social business intelligence (SBI) is a rather novel discipline, emerged in the academic and business literature as a result of the convergence of two distinct research domains: business intelligence (BI) and social media. Traditional BI scientists and practitioners, after an inevitable initial shock, are currently discovering and acknowledge the potential of user generated content (UGD) published in social media as an invaluable and inexhaustible source of information capable of supporting a wide range of business activities. The confluence of these two emerging domains is already producing new added value organizational processes and enhanced business capabilities utilized by companies all over the world to effectively harness social media data and analyze them in order to produce added value information such as customer profiles and demographics, search habits, and social behaviors. Currently the SBI domain is largely uncharted, characterized by controversial definitions of terms and concepts, fragmented and isolated research efforts, obstacles created by proprietary data, systems and technologies that are not mature yet. This paper aspires to be one of the few -to our knowledge- contemporary efforts to explore the SBI scientific field, clarify definitions and concepts, structure the documented research efforts in the area and finally formulate an agenda of future research based on the identification of current research shortcomings and limitations. KEYWORDS Β ig data, business intelligence, review, social business intelligence, social media 1. INTRODUCTION In the last decade, business intelligence (BI) has proved, beyond any doubt, that it is a rapidly expanding domain in both research and business terms with the number of BI related scientific publications and organizations embracing BI methodologies, techniques, tools and platforms rapidly increasing year by year. This remarkable growth is directly connected with the abundance of customer/user data as a result of increased bandwidth, technological advancements in information systems and mobile applications and the explosion of user generated content mostly materialized by social media and other Web 2.0 platforms. Nowadays, social media and BI are converging faster than ever before. The confluence of these two emerging domains is already producing new added value organizational processes and enhanced business capabilities utilized by companies all over the world to effectively harness social media data and analyze them in order to produce added value information such as customer profiles and demographics, search habits, and social behaviors.
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