scholarly journals Brand influence online: cross-platform social network analysis on the enablement of effective brand communities

2021 ◽  
Author(s):  
Cameron Munro
Keyword(s):  
Social Network ◽  
Social Network Analysis ◽  
Network Analysis ◽  
Social Networking ◽  
Methodological Approach ◽  
Brand Community ◽  
Brand Communities ◽  
Online Brand Community ◽  
Network Properties ◽  
Cross Platform

This paper aims to provide a systematic methodological approach for online brand community assessment across multiple social networking platforms. Analysis of influential brands was conducted utilizing a social network analysis (SNA) perspective. Brand communities were scored based on network properties and content analysis. Background research provided a framework of recommended community enablement strategies to determine what type of content and approach is most conducive to brand community proliferation. Based on network analysis and on congruency of following academically suggested community enablement triggers and behavioural dimensions, it was determined that the most effective brand at enabling community across all platforms within the study was Yeti Coolers. Instagram was the focal platform providing engaging content to be shared across networks

scholarly journals Brand influence online: cross-platform social network analysis on the enablement of effective brand communities

2021 ◽  
Author(s):  
Cameron Munro
Keyword(s):  
Social Network ◽  
Social Network Analysis ◽  
Network Analysis ◽  
Social Networking ◽  
Methodological Approach ◽  
Brand Community ◽  
Brand Communities ◽  
Online Brand Community ◽  
Network Properties ◽  
Cross Platform

This paper aims to provide a systematic methodological approach for online brand community assessment across multiple social networking platforms. Analysis of influential brands was conducted utilizing a social network analysis (SNA) perspective. Brand communities were scored based on network properties and content analysis. Background research provided a framework of recommended community enablement strategies to determine what type of content and approach is most conducive to brand community proliferation. Based on network analysis and on congruency of following academically suggested community enablement triggers and behavioural dimensions, it was determined that the most effective brand at enabling community across all platforms within the study was Yeti Coolers. Instagram was the focal platform providing engaging content to be shared across networks

scholarly journals A case study of university student networks and the COVID-19 pandemic using a social network analysis approach in halls of residence

2021 ◽  
Vol 11 (1) ◽  
Author(s):  
José Alberto Benítez-Andrades ◽  
Tania Fernández-Villa ◽  
Carmen Benavides ◽  
Andrea Gayubo-Serrenes ◽  
Vicente Martín ◽  
...  
Keyword(s):  
Social Network ◽  
Social Network Analysis ◽  
Network Analysis ◽  
University Students ◽  
Methodological Approach ◽  
Centrality Measures ◽  
Structural Behaviour ◽  
Cross Sectional ◽  
Depth Analysis ◽  
The University

AbstractThe COVID-19 pandemic has meant that young university students have had to adapt their learning and have a reduced relational context. Adversity contexts build models of human behaviour based on relationships. However, there is a lack of studies that analyse the behaviour of university students based on their social structure in the context of a pandemic. This information could be useful in making decisions on how to plan collective responses to adversities. The Social Network Analysis (SNA) method has been chosen to address this structural perspective. The aim of our research is to describe the structural behaviour of students in university residences during the COVID-19 pandemic with a more in-depth analysis of student leaders. A descriptive cross-sectional study was carried out at one Spanish Public University, León, from 23th October 2020 to 20th November 2020. The participation was of 93 students, from four halls of residence. The data were collected from a database created specifically at the university to "track" contacts in the COVID-19 pandemic, SiVeUle. We applied the SNA for the analysis of the data. The leadership on the university residence was measured using centrality measures. The top leaders were analyzed using the Egonetwork and an assessment of the key players. Students with higher social reputations experience higher levels of pandemic contagion in relation to COVID-19 infection. The results were statistically significant between the centrality in the network and the results of the COVID-19 infection. The most leading students showed a high degree of Betweenness, and three students had the key player structure in the network. Networking behaviour of university students in halls of residence could be related to contagion in the COVID-19 pandemic. This could be described on the basis of aspects of similarities between students, and even leaders connecting the cohabitation sub-networks. In this context, Social Network Analysis could be considered as a methodological approach for future network studies in health emergency contexts.

Social network analysis applications in sustainable construction and built environment management: a review

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Nandun Madhusanka Hewa Welege ◽  
Wei Pan ◽  
Mohan Kumaraswamy
Keyword(s):  
Social Network ◽  
Social Network Analysis ◽  
Network Analysis ◽  
Built Environment ◽  
Methodological Approach ◽  
Relevant Literature ◽  
Sustainable Construction ◽  
Centrality Measures ◽  
Environment Management ◽  
Content Type

PurposeApplications of social network analysis (SNA) are evidently popular amongst scholars for mapping stakeholder and other relational networks in improving the sustainability of construction activities and the resulting built environment. Nevertheless, the literature reveals a lack of thorough understanding of optimal SNA applications in this field. Therefore, this paper aims to convey a comprehensive critical review of past applications of SNA in this field.Design/methodology/approach95 relevant journal papers were initially identified from the “Web of Science” database and a bibliometric analysis was carried out using the “VOS Viewer” software. The subsequent in-depth review of the SNA methods, focussed on 24 specifically relevant papers selected from these aforesaid 95 papers.FindingsA significant growth of publications in this field was identified after 2014, especially related to topics on stakeholder management. “Journal of Cleaner Production”, “International Journal of Project Management” and “Sustainability” were identified as the most productive sources in this field, with the majority of publications from China. Interviews and questionnaires were the popular data collection methods while SNA “Centrality” measures were utilised in over 70% of the studies. Furthermore, potential areas were noted, to improve the mapping and thereby provide useful information to managers who could influence relevant networks and consequentially better sustainability outcomes, including those enhanced by collaborative networks.Originality/valueCloser collaboration has been found to help enhance sustainability in construction and built environment, hence attracting research interest amongst scholars on how best to enable this. SNA is established as a significant methodological approach to analysing interrelationships and collaborative potential in general. In a pioneering application here, this paper initiates the drawing together of findings from relevant literature to provide useful insights for future researchers to comprehensively identify, compare and contrast the applications of SNA techniques in construction and built environment management from a sustainability viewpoint.

scholarly journals Scientific collaboration network ammong Brazilian universities

2013 ◽  
Vol 6 (1) ◽  
Author(s):  
Maria Isabel Escalona-Fernandez ◽  
Antonio Pulgarin-Guerrero ◽  
Ely Francina Tannuri de Oliveira ◽  
Maria Cláudia Cabrini Gracio
Keyword(s):  
Social Network ◽  
Social Network Analysis ◽  
Network Analysis ◽  
Scientific Collaboration ◽  
Methodological Approach ◽  
Scientific Production ◽  
Collaboration Network ◽  
Network Data ◽  
New Knowledge

This paper analyses the scientific collaboration network formed by the Brazilian universities that investigate in dentistry area. The constructed network is based on the published documents in the Scopus (Elsevier) database covering a period of 10 (ten) years. It is used social network analysis as the best methodological approach to visualize the capacity for collaboration, dissemination and transmission of new knowledge among universities. Cohesion and density of the collaboration network is analyzed, as well as the centrality of the universities as key-actors and the occurrence of subgroups within the network. Data were analyzed using the software UCINET and NetDraw. The number of documents published by each university was used as an indicator of its scientific production.

scholarly journals Dior and digital storytelling: on the marketing of luxury brand narratives

2021 ◽  
Author(s):  
Emily Raymond
Keyword(s):  
Social Network ◽  
Social Network Analysis ◽  
Network Analysis ◽  
Marketing Strategy ◽  
Digital Storytelling ◽  
Word Of Mouth ◽  
Postmodern Theory ◽  
Luxury Brand ◽  
Brand Communities

A postmodern theory and contemporary marketing strategy, digital storytelling is the virtual means by which a story can be organized. Less traditional to the beginning, middle and end of conventional narratives, this framework suggests that individuals connect the dots of a story by comparing their reading with others. To conceptualize this model within fashion, this paper follows Christian Dior’s Secret Garden campaign as it is broadcasted and diffused through Instagram and YouTube. Carried out by consumers’ interpretations as the story unfolds, this study aims to measure the interaction of media and audience within the parameters of social network analysis following Rihanna’s casting as Dior’s newest protagonist. Characterized by its hyperrealistic nature and speeded-up cultural tropes, this case underlines the epistemic shift for luxury brand communities today. As a result, this paper indicates the success of e-word-of-mouth marketing, and denotes the strength of fashion film as an illustrative medium of communication.

scholarly journals Dior and digital storytelling: on the marketing of luxury brand narratives

2021 ◽  
Author(s):  
Emily Raymond
Keyword(s):  
Social Network ◽  
Social Network Analysis ◽  
Network Analysis ◽  
Marketing Strategy ◽  
Digital Storytelling ◽  
Word Of Mouth ◽  
Postmodern Theory ◽  
Luxury Brand ◽  
Brand Communities

A postmodern theory and contemporary marketing strategy, digital storytelling is the virtual means by which a story can be organized. Less traditional to the beginning, middle and end of conventional narratives, this framework suggests that individuals connect the dots of a story by comparing their reading with others. To conceptualize this model within fashion, this paper follows Christian Dior’s Secret Garden campaign as it is broadcasted and diffused through Instagram and YouTube. Carried out by consumers’ interpretations as the story unfolds, this study aims to measure the interaction of media and audience within the parameters of social network analysis following Rihanna’s casting as Dior’s newest protagonist. Characterized by its hyperrealistic nature and speeded-up cultural tropes, this case underlines the epistemic shift for luxury brand communities today. As a result, this paper indicates the success of e-word-of-mouth marketing, and denotes the strength of fashion film as an illustrative medium of communication.

Using Social Network Analysis (SNA) to Study Members and Activists of Political Parties

2020 ◽  
Vol 147-148 (1-2) ◽  
pp. 13-48
Author(s):  
Emilien Paulis
Keyword(s):  
Social Network ◽  
Social Network Analysis ◽  
Network Analysis ◽  
Political Parties ◽  
Political Party ◽  
Methodological Approach ◽  
Network Data ◽  
Party Member ◽  
Party Membership ◽  
Local Party

This article explores the development of my PhD dissertation’s methodological approach, based on Social Network Analysis (SNA), or the collection and analysis of network data, in order to deal with political parties and their members (party membership). I extensively relied on this alternative, growing methodological background in three extents. First (1), SNA was used to analyze bibliographic references related to my dissertation topic, i.e. party membership studies, and identify the most central authors, thereby illustrating the literature review while describing their key contributions. Second (2), SNA was employed to collect and analyze network data likely to better grasp how interpersonal networks affect the probability for a random citizen to turn into party member, assuming that social influence matters in the process of joining a political party. Third (3), I further capitalized on SNA to deal with the question of party activism and why some members become active whereas others remain passive, arguing theoretically and showing empirically that part of the answer lies in members’ position within their local party branch’s social network. Each of these three applications is discussed in the light of the main methodological developments, the empirical findings and their interpretation, while shortcomings and research opportunities are more systematically highlighted at the end.

Athletes as Advocates: Influencing Eating-Disorder Beliefs and Perceptions Through Social Media

2018 ◽  
Vol 11 (4) ◽  
pp. 433-446 ◽  
Author(s):  
Fallon R. Mitchell ◽  
Sara Santarossa ◽  
Sarah J. Woodruff
Keyword(s):  
Social Media ◽  
Eating Disorder ◽  
Social Network ◽  
Social Network Analysis ◽  
Network Analysis ◽  
Text Analysis ◽  
Social Issues ◽  
Penn State ◽  
Network Properties

The present study aimed to explore the interactions and influences that occurred on Twitter after Joey Julius’s (NCAA athlete, Penn State Football) and Mike Marjama’s (MLB player, Seattle Mariners) eating-disorder (ED) diagnoses were revealed. Corresponding with the publicizing of each athlete’s ED, all publicly tagged Twitter media using @joey_julius, Joey Julius, @MMarjama, and Mike Marjama were collected using Netlytic software and analyzed. Text analysis revealed that the conversation was supportive and focused on feelings and size. Social network analysis, based on 5 network properties, showed that Joey Julius invoked a larger conversation but that both athletes’ conversations were single sided. Athlete advocacy on social media should be further explored, as it may contribute to changing societal opinion regarding social issues such as EDs.

Centrality Measures and Academic Achievement in Computerized Classroom Social Networks

2017 ◽  
Vol 56 (4) ◽  
pp. 589-618 ◽  
Author(s):  
Iris Reychav ◽  
Daphne Ruth Raban ◽  
Roger McHaney
Keyword(s):  
Social Network ◽  
Social Network Analysis ◽  
Network Analysis ◽  
Social Networking ◽  
Learning Task ◽  
Learning Performance ◽  
Centrality Measures ◽  
Group Consensus ◽  
Learning Assessments ◽  
Individual Assessment

The current empirical study examines relationships between network measures and learning performance from a social network analysis perspective. We collected computerized, networking data to analyze how 401 junior high students connected to classroom peers using text- and video-based material on iPads. Following a period of computerized interaction, learning assessments were taken at individual or group consensus levels. Social network analysis suggested highly connected students became information sources with higher individual assessment achievements. Students receiving information from central sources exhibited higher achievements in group consensus treatments. Students acting as bridges between others on the network regulated themselves better and achieved higher academic outcomes. However, a subset of students were motivated by social interaction rather than learning task. This finding, consistent with general social networking research, cautions educators to ensure socializing does not override learning objectives when using classroom social networking.

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