تحليل البيانات الضخمة من الشبكات الاجتماعية كعامل تمكين لإدارة المعرفة المستدامة للاتجاهات التسويقية

Abstract EN

Aim: 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.

Methodology: 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.

Conclusion: the study concluded that knowledge of managing big data in social networks enables sustainable knowledge management systems in marketing entities.

Recommendations: 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.