Consumer Centric Ecosystem for Apparel Industry: An Approach of Sentiment Analysis and Design Thinking on a SME Case Study
Year: 2023
Type: conference-paper
Abstract: Consumer-centric solutions are one technique to better understanding what the market wants. Taking into account all situations, the ecosystem must support consumer demand, offering the best environment for every company element. The current study develops the Consumer Centric Ecosystem (CCE) through the case study of a "XYZ" as a SME in the Batik business. A combination of sentiment analysis and design thinking approaches is used to develop the CCE. The data was collected between the middle of 2022 and the beginning of 2023. For sentiment research, 8662 Tweets were gathered from social media. Natural language processing (NLP) with Valance Aware Dictionary for Sentiment Reasoning is used in the sentiment analysis. Based on Ekman multiclass, the text mining produced six categories of emotions: anger, disgust, fear, joy, sadness, and surprise. Design Thinking used data from 11 informants to create prototypes of the value proposition design (VPD) and customer journey (CJ). Steps such as emphasize, define, ideate, prototype, and test were meticulously completed. Anger, disgust, fear, delight, sadness, and surprise were elicited in proportions of 1.44 percent, 0.99 percent, 7.71 percent, 54.83 percent, 4.44 percent, and 30.58 percent. The findings also demonstrated better VPD and CJ. The results also reveal a new CCE from the examination of both combinations. The paper includes additional theoretical and practical discussion.
Authors: Larasati Izdihar Noer Syachputri, Satria Fadil Persada, Yogi Tri Prasetyo, Michael Nayat Young
Institutions: Binus University, Yuan Ze University, Mapúa University
Language: English
Subfield: Artificial Intelligence
Field: Computer Science
Domain: Physical Sciences
Open Access status: gold
OpenAlex ID: W4386058074