Identifying and Prioritizing the Effective Factors on the Utilization of Social Business Intelligence in Organization

Business intelligence (BI) has been considered as a critical factor to provide effective decision making in the organization. But despite the plenty benefits that BI brings to the organizations, it has a limitation in order to analyze qualitative, semi-structured and unstructured data that offers information about customers, competitors, and suppliers. Social Business Intelligence (SBI) is a new concept consists of tools, technologies, applications, and processes that help organizations by collection, processing, and analysis of data types with different structures and formats of different distribution channels such as social media. It creates the possibility of comprehensive monitoring of the environment for the organization. However, a few studies have been conducted on the effective use of SBI in the organization. This research seeks to identify and prioritize the effective factors on the utilization of social business intelligence in the organization. Research data was collected by questionnaire. The research population was academic and business experts familiar with SBI. The snowball method was used for sampling. In the first stage, the factors were extracted from a systematic literature review and validated based on 24 academic and business experts’ comments. Finally, 47 factors were identified and classified into five categories: organizational, media, process, technical and human. In the next step weight of the factors in each dimension was analyzed and prioritized using the Shannon Entropy.