期刊名称：European Journal of Business and Social Sciences
印刷版ISSN：2235-767X
出版年度：2014
卷号：3
期号：07
页码：65-81
出版社：European Society of Business and Social Sciences
摘要：BOSMU (Behavior Of Social Media User) is a model of customer intelligence to support the decisions of the company management. It is designed to find the right management actions in web/social environment to improve the web reputation, loyalty the prosumers and increase the brand value. It taxonomizes the level of interaction between the user and a company, and formalizes the lifecycle of the relationship prosumer-enterprise through the dichotomy Level-Action in order to generate the knowledge that represents the very valueadded business. The model is imbued in the historic nature of the Web, but it finds its widest application in the social network, considering the native traceability of the operations carried out in these "environments", and expects an indispensable and continuous action of "listening" by the company. The BOSMU model has been successfully adopted by an Italian company in the southeast.
关键词：social media marketing; customer behavior; social;network; customer intelligence; business intelligence.
