Electronic word-of-mouth communities from the perspective of social network analysis

This paper is focused on the identification of influencers that can have an important impact over the decision-making of other users. For this purpose, a popular electronic word-of-mouth community like Ciao.com has been modelled as a social network. Using social network analysis techniques, the existence of influencers is justified by the power law distribution of user participation, and then they are identified using their topological features within the social network. The obtained results reveal that influencers are not determined by the number of performed reviews, but by the variety or scope of their performed reviews and their central position in the consumer network. The main contribution of this research is the identification of influencers based on the participation features of community users. As a difference to other studies, results are not based on surveys or opinions, but on the trace users leave when they post opinions, comments or scores.