understanding user activities and behavioral patterns on the digikala brand: an integrated approach to social network analysis and content analysis

Digikala, as a digital business in the online retail area, is one of the iranian most successful start-ups in recent years. the online store which has competed with amazon across middle east and gain 80 percent of the online retailers of iran. digikala has a value of 1100 billion, which has about 2 trillion annual sales, including 120 billion worth of net profits. twitter as an elite-oriented social media is an important and essential part of this kind of online market because customers of digikala add positive and negative comments during their buying experience about product quality, sales services, customer relationship and so on. in a variety of social media, according to the theory of shared economy customers comments about brands in the area of social media can lead to profit or loss statement over a period of times in digikala. the importance of customer’s comments in social media will be considered in special events such as black friday which digikala offered a discount to customers during this event. this is because lots of people throngs to buy things with a discount.