An approach to foster agribusiness through data analysis in social networks

Abstract

The advancement of information technology makes social networks gain more popularity and insertion in everyday life. Thus, the analysis of people's opinions and habits is essential for the modernization and survival of companies and institutions. In social networks, people share their opinions and access other people's opinions about products, news, and trends, giving rise to the concept of an "influential person". Today, an influential person (or social media influencer) is considered a marketing strategy. Considering specific markets, the Brazilian dairy industry has been standing out each year, and one of the promising areas is cheese production. The cheese market is growing and can reach many consumers. With the aim of collecting information from social networks to find influential people, who appreciate cheese and can influence new potential consumers, this work presents IntelDigitalMarketing. This proposal encompasses analysis of social networks, recommendation, and propagation of content, considering the Brazilian market of cheeses. Through its use, it is possible to identify influencers and user communities that address issues related to specific domains in different social networks. We used the Design Science Research methodology to verify the feasibility of the proposal. Our solution is innovative as it encompasses techniques such as complex networks, machine learning, and ontologies, to detect market trends. With these techniques combined, we can detect new relevant relationships between users that are not detected by other similar solutions. In addition, the proposed solution is online and in real-time, making it easier to follow trends in social networks. The results showed that the solution allows the search for communities of digital influencers who talk about cheese, what they talk about, and the dissemination of information on the network.