scholarly journals Modeling Competitive Marketing Strategies in Social Networks

2019 ◽  
Vol 518 ◽  
pp. 50-70 ◽  
Author(s):  
Rahul Goel ◽  
Anurag Singh ◽  
Fakhteh Ghanbarnejad
Keyword(s):  
Social Networks ◽  
Marketing Strategies

Influence and Information Flow in Online Social Networks

2017 ◽  
Vol 9 (4) ◽  
pp. 1-17
Author(s):  
Afrand Agah ◽  
Mehran Asadi
Keyword(s):  
Social Networks ◽  
Online Social Networks ◽  
Large Data ◽  
Marketing Strategies ◽  
Large Data Sets ◽  
Divide And Conquer ◽  
Data Sets ◽  
Divide And Conquer Algorithm ◽  
Flow Of Information

This article introduces a new method to discover the role of influential people in online social networks and presents an algorithm that recognizes influential users to reach a target in the network, in order to provide a strategic advantage for organizations to direct the scope of their digital marketing strategies. Social links among friends play an important role in dictating their behavior in online social networks, these social links determine the flow of information in form of wall posts via shares, likes, re-tweets, mentions, etc., which determines the influence of a node. This article initially identities the correlated nodes in large data sets using customized divide-and-conquer algorithm and then measures the influence of each of these nodes using a linear function. Furthermore, the empirical results show that users who have the highest influence are those whose total number of friends are closer to the total number of friends of each node divided by the total number of nodes in the network.

Social Network Citizenship

2012 ◽  
pp. 339-357 ◽  
Author(s):  
Mina Seraj ◽  
Aysegul Toker
Keyword(s):  
Social Networks ◽  
Social Media ◽  
Social Network ◽  
Conceptual Model ◽  
Online Social Networks ◽  
Marketing Strategies ◽  
Social Media Marketing ◽  
Marketing Practice

This chapter describes and discusses the specificities of membership commitment to online social networks. While delineating these specificities, we introduce the concept of social network citizenship (SNC) to define the characteristics of committed network members. A conceptual model involving commencement, creation, change, and commitment is developed in order to establish the antecedents of this new concept. In addition, the implications for marketing practice are discussed to reveal how companies can acquire social network citizens to retain their social media marketing strategies successful.

Influence and Information Flow in Online Social Networks

2021 ◽  
pp. 502-520
Author(s):  
Afrand Agah ◽  
Mehran Asadi
Keyword(s):  
Social Networks ◽  
Information Flow ◽  
Online Social Networks ◽  
Large Data ◽  
Marketing Strategies ◽  
Divide And Conquer ◽  
Data Sets ◽  
Divide And Conquer Algorithm ◽  
Flow Of Information

This article introduces a new method to discover the role of influential people in online social networks and presents an algorithm that recognizes influential users to reach a target in the network, in order to provide a strategic advantage for organizations to direct the scope of their digital marketing strategies. Social links among friends play an important role in dictating their behavior in online social networks, these social links determine the flow of information in form of wall posts via shares, likes, re-tweets, mentions, etc., which determines the influence of a node. This article initially identities the correlated nodes in large data sets using customized divide-and-conquer algorithm and then measures the influence of each of these nodes using a linear function. Furthermore, the empirical results show that users who have the highest influence are those whose total number of friends are closer to the total number of friends of each node divided by the total number of nodes in the network.

scholarly journals 'E-urbanism'

IDEA JOURNAL ◽  
2018 ◽  
Vol 15 (1) ◽  
pp. 14-27
Author(s):  
Barbara Di Prete ◽  
Davide Crippa ◽  
Emilio Lonardo
Keyword(s):  
Social Networks ◽  
Place Branding ◽  
Marketing Strategies ◽  
Contemporary World ◽  
Design Experiments

In the contemporary world, the virtual dimension prevails over the physical one, but some interesting design experiments use social networks and channel their characteristic digital participation into a new urban sensibility, that we could provocatively define as ‘e-urbanism’. Marketing strategies like placemaking, place-branding and crowdfunding involve the ‘cyber-citizen’ and give rise to a multiplicity of ‘interior’ territories, identified as ‘ours’.

Social Network Citizenship

2014 ◽  
pp. 84-102
Author(s):  
Mina Seraj ◽  
Aysegul Toker
Keyword(s):  
Social Networks ◽  
Social Media ◽  
Social Network ◽  
Conceptual Model ◽  
Online Social Networks ◽  
Marketing Strategies ◽  
Social Media Marketing ◽  
Marketing Practice

This chapter describes and discusses the specificities of membership commitment to online social networks. While delineating these specificities, we introduce the concept of social network citizenship (SNC) to define the characteristics of committed network members. A conceptual model involving commencement, creation, change, and commitment is developed in order to establish the antecedents of this new concept. In addition, the implications for marketing practice are discussed to reveal how companies can acquire social network citizens to retain their social media marketing strategies successful.

Consumer-Centric Marketing Strategies

2013 ◽  
pp. 79-96
Author(s):  
Loredana Di Pietro ◽  
Eleonora Pantano
Keyword(s):  
Social Networks ◽  
Marketing Mix ◽  
Interesting Case ◽  
Marketing Strategies ◽  
Global Perspective ◽  
The Social ◽  
Market Trends ◽  
The Impact ◽  
Fast Access

In recent years, the increase in social network users showed new platforms for collecting data on market trends and products acceptance, as well as for supporting the relationships with clients and adapting firms’ communication strategies. As a consequence, marketers are forced to consider these systems as tool for attracting, maintaining, and managing clients in order to increase the firms’ profitability. This chapter aims at advancing our knowledge on the use of social networks, such as Facebook, as tools for improving Consumer Relationship Management, by focusing on a case study. In particular, the chapter investigates the case study of the Calabrian scenario, characterized by small-sized and family-run firms, which use traditional forms of marketing tools. Due to the ease and fast access to Web-technology-based platforms, these firms are capable of operating in a global perspective, by understanding market trends and quickly adapting their strategies. Hence, the case study of Calabrian industries can represent an interesting case study for analyzing to what extent these technologies can become a new marketing mix element for improving firms’ profitability, for both SMEs and larger firms. In particular, the adoption of Facebook by managers allows advancing our knowledge on the impact of the social networks on their marketing strategies, and on the relationships with clients. The results outline useful issues for researches and practitioners. Furthermore, the research has an interdisciplinary value, involving Psychology, Marketing, and Organizational points of view.

Websites, Social Networks, and Corporate Translation

2021 ◽  
pp. 142-158
Author(s):  
Irene Rivera-Trigueros
Keyword(s):  
Social Networks ◽  
Social Media ◽  
Web 2.0 ◽  
International Markets ◽  
Marketing Strategies ◽  
Web 2.0 Tools ◽  
Small Communities ◽  
Corporate Website ◽  
Corporate Websites ◽  
Website Content

The objective of this chapter is to analyze how Southern Spanish companies in the dentistry sector employ Web 2.0 tools available to them and to analyze the availability of multilingual information in their corporate websites. To this purpose, the results of several studies have been gathered in this chapter. These studies considered criteria such as having or not a corporate website and social networks, the translation or not of the website content, and number of languages available, among others. Results show that a significant amount of the analyzed SMEs do not have a website or social networks. In addition, those having a website do not, generally, translate its content, which limits international customer acquisition and the opening to international markets. Concerning social networks, SMEs, which do have social media, generally have small communities, and they do not post frequently, which limit the implementation of digital marketing strategies.

Comparison between social media and social networks in marketing research: a bibliometric view

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Hong Zhao ◽  
Yi Huang ◽  
Zongshui Wang
Keyword(s):  
Social Networks ◽  
Social Media ◽  
Marketing Research ◽  
Marketing Strategies ◽  
Content Type ◽  
Main Research ◽  
Research Fields ◽  
Economic Perspectives ◽  
And Cluster Analysis ◽  
Research Hotspots

Purpose This paper aims to systematically find the main research differences and similarities between social media and social networks in marketing research using the bibliometric perspective and provides suggestions for firms to improve their marketing strategies effectively. Design/methodology/approach The methods of co-word analysis and network analysis have been used to analyze the two research fields of social media and social networks. Specifically, this study selects 2,424 articles from 27 marketing academic journals present in the database Web of Science, ranging from January 1, 1996 to August 8, 2020. Findings The results show that social networks and social media are both research hotspots within the discipline of marketing research. The different intimacy nodes of social networks are more complex than social media. Additionally, the research scope of social networks is broader than social media in marketing research as shown by the keyword co-occurrence analysis. The overlap between social media and social networks in marketing research is reflected in the strong focus on their mixed mutual effects. Originality/value This paper explores the differences and similarities between social networks and social media in marketing research from the bibliometric perspective and provides a developing trend of their research hotspots in social media and social networks marketing research by keyword co-occurrence analysis and cluster analysis. Additionally, this paper provides some suggestions for firms looking to improve the efficiency of their marketing strategies from social and economic perspectives.

Did you Tell me the Truth?: The Influence of Online Community on eWOM

2012 ◽  
Vol 54 (3) ◽  
pp. 369-389 ◽  
Author(s):  
Jun Yang ◽  
Enping (Shirley) Mai ◽  
Joseph Ben-Ur
Keyword(s):  
Social Networks ◽  
Online Community ◽  
Rapid Development ◽  
Marketing Strategies ◽  
Opinion Leaders ◽  
Community Members ◽  
Online Forum ◽  
General Audience ◽  
Buzz Marketing ◽  
Better Than

With the rapid development of online communities and social networks, marketers have started to use online opinion leaders to influence their social circles. In this study, we use a review dataset generated from an online forum to empirically investigate social influence on reviewers' eWOM motives and readers' feedback. Our results show that, first, community members' reviews are not influenced by their forum involvement. Their evaluations mainly depend on product attributes. Second, the reviews from those who have established their expertise in the community generate more ‘buzz’ and more trust among online forum readers compared to reviewers with less expertise. The findings indicate that certain marketing strategies, such as ‘seeding’ targeted towards opinion leaders, may work better than a general buzz marketing strategy targeted towards a general audience. Our results also provide useful guidance on how to identify opinion leaders in the online community.

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