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Volume 2021, Issue 2
  • EISSN: 2616-4930

Abstract

تُعالِج الدراسة الحالية العلاقة السِّياقِيَّة بين تحليل البيانات الضخمة من الشبكات الاجتماعية وإدارة المعرفة المستدامة للاِتِّجاهات التَّسويقيَّة بالتَّرْكيز على مفهوم، وركائِز، ومراحِل إدارة المعرفة المستدامة للاِتِّجاهات التَّسويقيَّة، وإلقاء الضوء على أهمية البيانات الضخمة في الشبكات الاجتماعية للاِتِّجاهات التَّسويقيَّة. اعتمدت الدراسة على منهج تحليل المحتوى لتحقيق أهدافها. وقدمت الدراسة رُؤية مفيدة للمُتخصِّصِين في مجال إدارة المعرفة عُمومًا، والجِهات التَّسويقيَّة خُصوصًا. أظهرت الدراسة أن نوع العلاقة بين تحليل البيانات الضخمة من الشبكات الاجتماعية وإدارة المعرفة المستدامة للاِتِّجاهات التَّسويقيَّة علاقة تكامُليَّة تحقق هدف اتِّخاذ القرارات التَّسويقيَّة الآنِية، وتدعم التنبُّؤ بالقرارات التَّسويقيَّة التي تُواكِب الاحتياجات المعرفيَّة المستقبليَّة. كما توصلت الدراسة إلى أن المعرفة -أي الخبرة- بإدارة البيانات الضخمة في الشبكات الاجتماعية، تُؤدِّي إلى تَمكِين أنظمة إدارة المعرفة المستدامة في الجِهات التَّسويقيَّة. أوصت الدراسة الباحثين، بالتَّعمُّق في دراسة التحدِّيات التي قد تتصدَّى لِتحليل البيانات الضخمة من الشبكات الاجتماعية. و للجهات التَّسويقيَّة توصيات تدور حول الاستفادة من البيانات الضخمة المتاحة على الشبكات الاجتماعية وتحليلها، بِالاِعتمَاد على ركائِز ومراحِل إدارة المعرفة المستدامة؛ لِتحقِيق الفوائِد طويلة وقصيرة الأجل.

: This study addressed the contextual relation between analyzing social networking big data and sustainable knowledge management of marketing trends. To do so, the study examined the concept, pillars, stages of sustainable knowledge management of marketing trends, and highlighted the importance of big data in social networks for these trends. The study used the content analysis method as this method provides a useful vision for knowledge management specialists in general, and for marketing agencies in particular. Results: The paper showed how complementary is the relation between analyzing big data from social networks and managing sustainable knowledge of marketing trends, as it achieves the goal of immediate marketing decision-making, and supports the prediction of marketing decisions that keep pace with the future cognitive needs. the study concluded that knowledge of managing big data in social networks enables sustainable knowledge management systems in marketing entities. 1) for researchers, to study in depth the challenges that might address the analysis of big data from social networks; 2) for marketing agencies, the recommendations revolve around the use and analysis of big data available on social networks by relying on the pillars and stages of sustainable knowledge management to achieve long-term and short-term benefits.

© 2021 [Author(s)], licensee HBKU Press.
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2021-09-07
2024-11-09
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/content/journals/10.5339/jist.2021.8
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تحليل البيانات الضخمة من الشبكات الاجتماعية كعامل تمكين لإدارة المعرفة المستدامة للاِتِّجاهات التَّسويقيَّة
Journal of Information Studies & Technology (JIS&T) 2021, 8 (2021); https://doi.org/10.5339/jist.2021.8
/content/journals/10.5339/jist.2021.8
/content/journals/10.5339/jist.2021.8
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  • Article Type: Research Article
Keyword(s): Knowledge prospecting, knowledge extraction, marketing knowledge management, big data management, business intelligence. and التنقيب عن المعرفة - استخلاص المعرفة - إدارة المعرفة التسويقية - إدارة البيانات الضخمة - ذكاء الأعمال.

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