Marketing and social networks: a criterion for detecting opinion leaders
نویسندگان
چکیده
منابع مشابه
Identifying Opinion Leaders for Marketing by Analyzing Online Social Networks
Recently, the impact of social networks in customer buying decision is rapidly increasing due to effectiveness in shaping public opinion. This paper helps marketers analyze social network’s members based on different characteristics and choose the best method for identifying influential people among them. Then, marketers can use these influential people as seeds to market products/services. Con...
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in this paper, considering the importance of opinion leadership and use of social networks for marketing, over 90 articles are studied and a comprehensive review of different studies in this area has been done. studies show that different titles such as opinion leader, influential people, market maven and key player are used to refer to influential groups in social networks. notwithstanding the...
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The increasing amount of information flowing through commercial social networks offers clear advantages for companies who can take a valuable feedback from community actions. In particular, the identification of influential users in on-line social network can support companies in designing and targeting marketing campaigns, as influential gate-keepers and diffusers of information can ignite epi...
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A major challenge in many word-of-mouth marketing campaigns is the cost-effective identification of opinion leaders, consumers who exert disproportionate influence on the purchase decisions of other consumers. However, empirical studies agree on few consumer characteristics that are strong predictors of opinion leadership. In the present research, we attempt to explain these null or weak findin...
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Background and Aim: With the advent of technology and the use of social networks such as Instagram, Facebook, blogs, forums, and many other platforms, interactions of learners with one another and their lecturers have become progressively relaxed. This has led to the accumulation of large quantities of data and information about studentschr('39') attitudes, learning experiences, opinions, and f...
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ژورنال
عنوان ژورنال: European Journal of Management and Business Economics
سال: 2017
ISSN: 2444-8451
DOI: 10.1108/ejmbe-10-2017-020