The climb to success: A big data analysis to find out why huawei has conquered the market

Today’s electronic devices are in common use for most people, who use them to perform a multitude of activities. Technical change and new product proliferation have made this industry extremely dynamic. The work aims to highlight the reasons why millions of consumers prefer the purchase and use of products offered by Huawei, one of the most important companies in the sector. In this regard, a Big Data-oriented approach is followed. In particular, social media analytics is applied on Twitter by taking into consideration people’s opinions expressed about Huawei over a five months period. Overall, over one million tweets were selected, collected and analyzed. In particular, social media analytics are applied on Twitter by taking into consideration people’s opinions expressed about Huawei over a five months period. Overall, over one million tweets were selected, collected and analyzed. Afterward the collected data were subjected to a sentiment analysis, a word cloud analysis and a cluster analysis. Results show the existence of numerous aspects able to affect the smartphone consumers’ behavior. In fact, in addition to traditional factors (such as price, value for money and so on) it is surprising that many consumers choose Huawei based on additional elements, such as design, quality, and brand loyalty.