Like, Share, and React: Twitter Capture for Research and Corporate Decisions
Open Data
Main Article Content
Djeison Siedschlag
Jeferson Lana
Roberto Gonçalves Augusto Junior
Rosilene Marcon
Abstract
Context: social media have an immense amount of information, being a space for its dissemination. Individuals, online connections, are able to filter or give visibility to certain information, to the detriment of others. The central problem lies in monitoring posts and reactions aimed at corporate actions and strategies. In addition to this monitoring, companies can make decisions based on the data collected. Objective: to develop and structure a social media management tool. Methods: to achieve the general objective, the article was developed in three main steps. The first was to suggest a free software script for capturing and initial analysis of Twitter posts. The second step was to categorize this analysis and identify resources and competencies needed by companies. Finally, actions to be taken by companies for social media management were suggested. Results: the developed script enabled the automated extraction of data, which were stored in a database for analysis and management of online interactions. The actions were proposed based on the case study developed. Conclusions: in the practical field, this study contributes to the process of extracting data from Twitter by proposing a new script for capturing data, identifying the main categories of influence of digital activists and monitoring social media through strategic actions. By demonstrating that the script is effective in extracting data, it is possible to carry out further studies and implement the social media management monitoring process.
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How to Cite
Siedschlag, D., Lana, J., Augusto Junior, R. G., & Marcon, R. (2022). Like, Share, and React: Twitter Capture for Research and Corporate Decisions. Journal of Contemporary Administration, 27(2), e220008. https://doi.org/10.1590/1982-7849rac2023220008.en
Section
Technological Articles
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Khalil, S., & Fakir, M. (2017). RCrawler: An R package for parallel web crawling and scraping. SoftwareX, 6, 98-106. https://doi.org/10.1016/j.softx.2017.04.004
Kim, E. H., & Youm, Y. N. (2017). How do social media affect analyst stock recommendations? Evidence from S&P 500 electric power companies’ Twitter accounts. Strategic Management Journal, 38(13), 2599-2622. https://doi.org/10.1002/smj.2678
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Luo, X. R., Zhang, J., & Marquis, C. (2016). Mobilization in the internet age: Internet activism and corporate response. Academy of Management Journal, 59(6), 2045-2068. https://doi.org/10.5465/amj.2015.0693
Meirelles, P. (2019). Histórico das APIs no monitoramento e pesquisa em mídias sociais. Brasília, DF: Instituto Brasileiro de Pesquisa e Análise de Dados.
Mercado, L. P. L., & da Silva, I. P. (2013). O Twitter na coleta de dados na pesquisa qualitativa. Informática na educação: Teoria & Prática, 16(1). https://doi.org/10.22456/1982-1654.12378
Omari, A., Shoham, S., & Yahav, E. (2016). Cross-supervised synthesis of web-crawlers. In 38th Proceedings of the International Conference on Software Engineering, (pp. 368-379). New York, NY: ACM. https://doi.org/10.1145/2884781.2884842
Rao, H., Morrill, C., & Zald, M. N. (2000). Power plays: How social movements and collective action create new organizational forms. Research in Organizational Behavior, 22, 237–281. https://doi.org/10.1016/S0191-3085(00)22007-8
Ross, S. D., & Cruz, B. D. P. A. (2021). Análise quantitativa de textos: Apresentação e operacionalização da técnica via Twitter. Administração: Ensino e Pesquisa, 22(1). https://doi.org/10.13058/raep.2021.v22n1.1859
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Shin, S., & Ki, E.-J. (2022). Understanding environmental tweets of for-profits and nonprofits and their effects on user responses. Management Decision, 60(1), 211-230. https://doi.org/10.1108/MD-05-2020-0679
Silva, T., & Stabile, M. (2016). Análise de redes em Mídias Sociais. In Monitoramento e pesquisa em mídias sociais: Metodologias, aplicações e inovações (pp. 237-260). São Paulo: Uva Limão.
Smits, M., & Mogos, S. (2013). The impact of social media on business performance. 21st Proceedings of the European Conference on Information Systems. p. 125. Retrieved from https://www.researchgate.net/publication/273138667_The_impact_of_social_media_on_business_performance
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Van Dyke, N., Soule, S. A., & Taylor, V. A. (2004). The targets of social movements: Beyond a focus on the state. Research in Social Movements, Conflicts, and Change, 25(1), 27–51. Retrieved from www.emerald.com/insight/content/doi/10.1016/S0163-786X(04)25002-9/full/html
Vogler, D. (2020). Analyzing reputation of Swiss universities on Twitter: The role of stakeholders, content and sources. Corporate Communications: An International Journal, 25(3), 429-445. Retrieved from https://www.emerald.com/insight/content/doi/10.1108/CCIJ-04-2019-0043/full/html
Wetzstein, B., Leitner, P., Rosenberg, F., Dustdar, S., & Leymann, F. (2011). Identifying influential factors of business process performance using dependency analysis. Enterprise Information Systems, 5(1), 79-98. https://doi.org/10.1080/17517575.2010.493956
W3schools. (2021). On-line web tutorials. Retrieved from https://www.w3schools.com/css/
Zhang, J., & Luo, X. R. (2013). Dared to care: Organizational vulnerability, institutional logics, and MNCs’ social responsiveness in emerging markets. Organization Science, 24(6), 1742-1764. https://doi.org/10.1287/orsc.1120.0813
Zhao, B. (2017). Web scraping. In L. Schintler, & C. McNeely (Eds.). Encyclopedia of Big Data. New York: Springer.
Arnaboldi, M., Busco, C., & Cuganesan, S. (2017). Accounting, accountability, social media and big data: revolution or hype? Accounting, Auditing & Accountability Journal, 30(4), 762-776. https://doi.org/10.1108/AAAJ-03-2017-2880
Bimber, B., Flanagin, A., & Stohl, C. (2012). Collective action in organizations: Interaction and engagement in an era of technological change. Cambridge, UK: Cambridge University Press. https://doi.org/10.1080/10584609.2012.722513
Briscoe, F., & Gupta, A. (2016). Social activism in and around organizations. Academy of Management Annals, 10(1), 671-727. https://doi.org/10.1080/19416520.2016.1153261
Cavalcanti, D. B., Bringel, E. P. B., Costa, F. R. J. da, Oliveira, T. M. de, & Zuccolotto, V. R. (2019). Digital activism and indignation nets in Brazil: The pressure groups. Journal of Politics in Latin America, 11(1), 109–130. https://doi.org/10.1177/1866802X19840455
Choudhary, P. (2021). TwitterAdvSearch. Retrieved from https://github.com/prakharchoudhary/TwitterAdvSearch
Davis, G. F., & Thompson, T. A. (1994). A social movement perspective on corporate control. Administrative Science Quarterly, 39(1), 141-173. https://doi.org/10.2307/2393497
D’Andréa, C. (2021). Para além dos dados coletados: Políticas das APIs nas plataformas de mídias digitais. Matrizes, 15(1), 103-122. https://doi.org/10.11606/issn.1982-8160.v15i1p103-122
D’Haen, J., Van den Poel, D., Thorleuchter, D., & Benoit, D. (2016). Integrating expert knowledge and multilingual web crawling data in a lead qualification system. Decision Support Systems, 82, 69-78. https://doi.org/10.1016/j.dss.2015.12.002
Earl, J., & Kimport, K. (2011). Digitally enabled social change: Activism in the internet age. Cambridge, MA: MIT Press.
Etter, M., & Albu, O. B. (2021). Activists in the dark: Social media algorithms and collective action in two social movement organizations. Organization, 28(1), 68-91. https://doi.org/10.1177/1350508420961532
Fundação Instituto de Administração (2021). Ativismo nas redes sociais: características, impactos e exemplos. Retrieved from https://fia.com.br/blog/ativismo-nas-redes-sociais
George, J. J., & Leidner, D. E. (2019). From clicktivism to hacktivism: Understanding digital activism. Information and Organization, 29(3), 100249. https://doi.org/10.1016/j.infoandorg.2019.04.001
Ghardallou, W. (2021). The impact of firms’ and CEOs’ social media usage on corporate performance. Investment Management & Financial Innovations, 18(4), 21. https://doi.org/10.21511/imfi.18(4).2021.03
Gomez-Carrasco, P., & Michelon, G. (2017). The power of stakeholders’ voice: The effects of social media activism on stock markets. Business Strategy and the Environment, 26(6), 855–872. https://doi.org/10.1002/bse.1973
Harquail, C. (2011). Recreating reputation through authentic interaction: Using social media to connect with individual stakeholders. In R. Burke, G. Martin, & C. Cooper, (Eds.), Corporate reputation. Managing opportunities and threats (pp. 245-263). Burlington, NJ: Gower Publishing.
Harris, A. L., & Rea, A. (2009). Web 2.0 and virtual world technologies: A growing impact on IS education. Journal of Information Systems Education, 20(2), 137. Retrieved from https://aisel.aisnet.org/jise/vol20/iss2/3
Instituto Brasileiro de Pesquisas e Análise de Dados (2021). Twitter libera API especial para acadêmicos: O que você precisa saber. Retrieved from https://www.ibpad.com.br/blog/twitter-libera-api-especial-para-academicos-o-que-voce-precisa-saber/
Jenzen, O., Erhart, I., Eslen-Ziya, H., Korkut, U., & McGarry, A. (2021). The symbol of social media in contemporary protest: Twitter and the Gezi Park movement. Convergence, 27(2), 414-437. https://doi.org/10.1177/1354856520933747
Jung, M. J., Naughton, J. P., Tahoun, A., & Wang, C. (2018). Do firms strategically disseminate? Evidence from corporate use of social media. The Accounting Review, 93(4), 225-252 https://doi.org/10.2308/accr-51906
Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of Social Media. Business Horizons, 53(1), 59-68. https://doi.org/10.1016/j.bushor.2009.09.003
Khalil, S., & Fakir, M. (2017). RCrawler: An R package for parallel web crawling and scraping. SoftwareX, 6, 98-106. https://doi.org/10.1016/j.softx.2017.04.004
Kim, E. H., & Youm, Y. N. (2017). How do social media affect analyst stock recommendations? Evidence from S&P 500 electric power companies’ Twitter accounts. Strategic Management Journal, 38(13), 2599-2622. https://doi.org/10.1002/smj.2678
Lee, L. F., Hutton, A. P., & Shu, S. (2015). The role of social media in the capital market: Evidence from consumer product recalls. Journal of Accounting Research, 53(2), 367–404. https://doi.org/10.1111/1475-679X.12074
Lei N° 13.709 de 14 de agosto de 2018 (2018). Lei Geral de Proteção de Dados Pessoais (LGPD). Diário Oficial da União de 15 de agosto de 2018, e republicado parcialmente em 15 de agosto de 2018 - Edição extra. Retrieved from www.planalto.gov.br/ccivil_03/_ato2015-2018/2018/lei/l13709.htm
Lewis, C. (2005). Unions and cyber‐activism in South Africa. Critical Perspectives on International Business, 1(2/3), 194–208. https://doi.org/10.1108/17422040510595672
Luo, X. R., Zhang, J., & Marquis, C. (2016). Mobilization in the internet age: Internet activism and corporate response. Academy of Management Journal, 59(6), 2045-2068. https://doi.org/10.5465/amj.2015.0693
Meirelles, P. (2019). Histórico das APIs no monitoramento e pesquisa em mídias sociais. Brasília, DF: Instituto Brasileiro de Pesquisa e Análise de Dados.
Mercado, L. P. L., & da Silva, I. P. (2013). O Twitter na coleta de dados na pesquisa qualitativa. Informática na educação: Teoria & Prática, 16(1). https://doi.org/10.22456/1982-1654.12378
Omari, A., Shoham, S., & Yahav, E. (2016). Cross-supervised synthesis of web-crawlers. In 38th Proceedings of the International Conference on Software Engineering, (pp. 368-379). New York, NY: ACM. https://doi.org/10.1145/2884781.2884842
Rao, H., Morrill, C., & Zald, M. N. (2000). Power plays: How social movements and collective action create new organizational forms. Research in Organizational Behavior, 22, 237–281. https://doi.org/10.1016/S0191-3085(00)22007-8
Ross, S. D., & Cruz, B. D. P. A. (2021). Análise quantitativa de textos: Apresentação e operacionalização da técnica via Twitter. Administração: Ensino e Pesquisa, 22(1). https://doi.org/10.13058/raep.2021.v22n1.1859
Selenium (2021). Selenium Automates Browsers. Retrieved from https://www.selenium.dev/
Shin, S., & Ki, E.-J. (2022). Understanding environmental tweets of for-profits and nonprofits and their effects on user responses. Management Decision, 60(1), 211-230. https://doi.org/10.1108/MD-05-2020-0679
Silva, T., & Stabile, M. (2016). Análise de redes em Mídias Sociais. In Monitoramento e pesquisa em mídias sociais: Metodologias, aplicações e inovações (pp. 237-260). São Paulo: Uva Limão.
Smits, M., & Mogos, S. (2013). The impact of social media on business performance. 21st Proceedings of the European Conference on Information Systems. p. 125. Retrieved from https://www.researchgate.net/publication/273138667_The_impact_of_social_media_on_business_performance
Statista (2021). Forecast of the number of Twitter users in Brazil from 2017 to 2025. Retrieved from www.statista.com/forecasts/1146589/twitter-users-in-brazil
Twitter (2022a). Política de privacidade do Twitter. Retrieved from https://twitter.com/pt/privacy
Twitter (2022b). Robots. Retrieved from https://twitter.com/robots.txt
Unicode® (2021). Full emoji list, v14.0. Unicode® Emoji Charts v14.0. Retrieved from https://unicode.org/emoji/charts/full-emoji-list.html
Van Dijck, J., & Poell, T. (2013). Understanding social media logic. Media and Communication, 1(1), 2-14. Recuperado Retrieved from www.researchgate.net/publication/263566996_Understanding_Social_Media_Logic
Van Dyke, N., Soule, S. A., & Taylor, V. A. (2004). The targets of social movements: Beyond a focus on the state. Research in Social Movements, Conflicts, and Change, 25(1), 27–51. Retrieved from www.emerald.com/insight/content/doi/10.1016/S0163-786X(04)25002-9/full/html
Vogler, D. (2020). Analyzing reputation of Swiss universities on Twitter: The role of stakeholders, content and sources. Corporate Communications: An International Journal, 25(3), 429-445. Retrieved from https://www.emerald.com/insight/content/doi/10.1108/CCIJ-04-2019-0043/full/html
Wetzstein, B., Leitner, P., Rosenberg, F., Dustdar, S., & Leymann, F. (2011). Identifying influential factors of business process performance using dependency analysis. Enterprise Information Systems, 5(1), 79-98. https://doi.org/10.1080/17517575.2010.493956
W3schools. (2021). On-line web tutorials. Retrieved from https://www.w3schools.com/css/
Zhang, J., & Luo, X. R. (2013). Dared to care: Organizational vulnerability, institutional logics, and MNCs’ social responsiveness in emerging markets. Organization Science, 24(6), 1742-1764. https://doi.org/10.1287/orsc.1120.0813
Zhao, B. (2017). Web scraping. In L. Schintler, & C. McNeely (Eds.). Encyclopedia of Big Data. New York: Springer.