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Resumen
Con el rápido desarrollo de la tecnología de la información, los clientes no sólo compran en línea, sino que también publican comentarios en las redes sociales. Este Contenido Generado por el Usuario (CGU) puede ser útil para comprender las experiencias de compra de los clientes e influir en las intenciones de compra de los futuros clientes. Por lo tanto, la inteligencia empresarial y la analítica son cada vez más defendidas como una manera de analizar el (CGU) en las redes sociales y apoyar las actividades de marketing de las empresas. Sin embargo, debido a su estructura abierta, el (CGU) como las revisiones de los clientes pueden ser difíciles de analizar, y las empresas lo encuentran difícil de aprovechar. Para llenar este vacío, este estudio tiene como objetivo una revisión bibliográfica de investigaciones que desarrollas estas prácticas de inteligencia de mercado en la empresa contemporáneas. Los principales resultados de la investigación se destacan la utilizando un enfoque de minería de texto, que permite identificar los atributos clave que conducen la satisfacción del cliente o la insatisfacción hacia los productos y servicios.
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