Social Media Analytics and Sustainability of Online Malls in South-South, Nigeria

Author(s): MODEY Celestine Ishabor

Abstract:
Social media analytics is believed to be a huge boon for businesses since it helps offer analysis of trends, patterns, issues, influential actors, customers’ satisfaction or dissatisfaction, customers’ perceptions as well as timely insights over the competition. It is also famous for the optimization of business processes, and helps generate growth, innovation and sustainability of opportunities. As businesses embark on their social media analytics initiatives, many strategic questions, such as how to operationalize social media analytics in order to drive the most value arise. This paper intricately discussed the concept of social media analytics with its identified attributes, the nature of sustainability with its measures, the nexus between social media analytics and sustainability of online malls. The study theoretically revealed that social media analytics significantly relates with business sustainability; hence the author recommended that Nigerian online-based malls with all sense of urgency should espouse social media analytics to enhance improved, smarter business decisions, and the overall sustainability of online malls in Nigeria.

Keywords: Social Media Analytics, Sustainability, Expansion Growth, Patronage & Online Malls

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