Identifying Opinion Leaders for Marketing by Analyzing Online Social Networks

2011 ◽  
Vol 3 (1) ◽  
pp. 43-59 ◽  
Author(s):  
Niyoosha Jafari Momtaz ◽  
Abdollah Aghaie ◽  
Somayeh Alizadeh
Keyword(s):  
Social Networks ◽  
Online Social Networks ◽  
Personal Characteristics ◽  
Opinion Leader ◽  
Opinion Leaders ◽  
Comprehensive Overview ◽  
Identification Methods ◽  
Key Players ◽  
Different Characteristics ◽  
The Impact

The impact of social networks in customer buying decisions is rapidly increasing, because they are effective in shaping public opinion. This paper helps marketers analyze a social network’s members based on different characteristics as well as choose the best method for identifying influential people among them. Marketers can then use these influential people as seeds for market products/services. Considering the importance of opinion leadership in social networks, the authors provide a comprehensive overview of existing literature. Studies show that different titles (such as opinion leaders, influential people, market mavens, and key players) are used to refer to the influential group in social networks. In this paper, all the properties presented for opinion leaders in the form of different titles are classified into three general categories, including structural, relational, and personal characteristics. Furthermore, based on studying opinion leader identification methods, appropriate parameters are extracted in a comprehensive chart to evaluate and compare these methods accurately.

Identifying Opinion Leaders for Marketing by Analyzing Online Social Networks

2011 ◽  
Vol 3 (3) ◽  
pp. 19-34 ◽  
Author(s):  
Niyoosha Jafari Momtaz ◽  
Abdollah Aghaie ◽  
Somayeh Alizadeh
Keyword(s):  
Social Networks ◽  
Online Social Networks ◽  
Personal Characteristics ◽  
Opinion Leader ◽  
Opinion Leaders ◽  
Comprehensive Overview ◽  
Identification Methods ◽  
Key Players ◽  
Different Characteristics ◽  
The Impact

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. Considering the importance of opinion leadership in social networks a comprehensive overview of existing literature has been done. Studies show, different titles (such as opinion leaders, influential people, market mavens and key players) are used to refer to the influential group in social networks whom we know as opinion leaders. The study shows all the properties presented for opinion leaders in the form of different titles are classified into three general categories including structural, relational and personal characteristics and based on studying opinion leader identification methods; appropriate parameters are extracted in a comprehensive chart to evaluate and compare these methods accurately.

Identifying Opinion Leaders for Marketing by Analyzing Online Social Networks

2013 ◽  
pp. 138-155
Author(s):  
Niyoosha Jafari Momtaz ◽  
Abdollah Aghaie ◽  
Somayeh Alizadeh
Keyword(s):  
Social Networks ◽  
Online Social Networks ◽  
Personal Characteristics ◽  
Opinion Leader ◽  
Opinion Leaders ◽  
Comprehensive Overview ◽  
Identification Methods ◽  
Key Players ◽  
Different Characteristics ◽  
The Impact

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. Considering the importance of opinion leadership in social networks a comprehensive overview of existing literature has been done. Studies show, different titles (such as opinion leaders, influential people, market mavens and key players) are used to refer to the influential group in social networks whom we know as opinion leaders. The study shows all the properties presented for opinion leaders in the form of different titles are classified into three general categories including structural, relational and personal characteristics and based on studying opinion leader identification methods; appropriate parameters are extracted in a comprehensive chart to evaluate and compare these methods accurately.

Is Social Media Marketing Really Working?

2013 ◽  
pp. 174-193 ◽  
Author(s):  
Felipe Uribe Saavedra ◽  
Josep Rialp Criado ◽  
Joan Llonch Andreu
Keyword(s):  
Social Networks ◽  
Social Media ◽  
Online Social Networks ◽  
Business Performance ◽  
Dynamic Capabilities ◽  
Social Media Marketing ◽  
Marketing Tool ◽  
Use Of Social Media ◽  
Marketing Intensity ◽  
The Impact

Online social networks have become the fastest growing phenomenon on the Internet and firms are beginning to take advantage of them as a marketing tool. However, the strategic importance of social media marketing is not yet clear, given the novelty and the difficulty of measuring its impact on business performance. This study uses data from 191 Spanish firms from several sectors to measure the impact of the intensity of use of social media marketing on the relationship between the dynamic capabilities of market orientation and entrepreneurial orientation, and business performance. The results provide evidence of the moderating effects of social media marketing intensity on the strength of the mentioned relations and the importance of a strong and committed marketing strategy on digital social networks for businesses.

Is Social Media Marketing Really Working?

2014 ◽  
pp. 1260-1279 ◽  
Author(s):  
Felipe Uribe Saavedra ◽  
Josep Rialp Criado ◽  
Joan Llonch Andreu
Keyword(s):  
Social Networks ◽  
Social Media ◽  
Online Social Networks ◽  
Business Performance ◽  
Dynamic Capabilities ◽  
Social Media Marketing ◽  
Marketing Tool ◽  
Use Of Social Media ◽  
Marketing Intensity ◽  
The Impact

Online social networks have become the fastest growing phenomenon on the Internet and firms are beginning to take advantage of them as a marketing tool. However, the strategic importance of social media marketing is not yet clear, given the novelty and the difficulty of measuring its impact on business performance. This study uses data from 191 Spanish firms from several sectors to measure the impact of the intensity of use of social media marketing on the relationship between the dynamic capabilities of market orientation and entrepreneurial orientation, and business performance. The results provide evidence of the moderating effects of social media marketing intensity on the strength of the mentioned relations and the importance of a strong and committed marketing strategy on digital social networks for businesses.

scholarly journals A Trustworthy SIoT Aware Mechanism as an Enabler for Citizen Services in Smart Cities

Electronics ◽  
2020 ◽  
Vol 9 (6) ◽  
pp. 918 ◽  
Author(s):  
Ateeq Ur Rehman ◽  
Rizwan Ali Naqvi ◽  
Abdul Rehman ◽  
Anand Paul ◽  
Muhammad Tariq Sadiq ◽  
...  
Keyword(s):  
Social Networks ◽  
Information And Communication Technologies ◽  
Online Social Networks ◽  
Information Technologies ◽  
Smart Cities ◽  
Trust Model ◽  
Human Interaction ◽  
Opinion Leaders ◽  
Local Cluster ◽  
Information And Communication

In the recent era, new information technologies have a significant impact on social networks. Initial integration of information and communication technologies (ICT) into city operations has promoted information city, ease of communication and principles of smart communities. Subsequently, the idea of the Internet of Things (IoT) with the specific focus of social IoT (SIoT) has contributed towards the smart cities (SC), which support the city operations with minimal human interaction. The user-generated data obtained by SIoT can be exploited to produce new useful information for creating citizen-centered smart services for SC. The aim of this research is twofold. Firstly, we used the concept of local and global trust to provide new services in SC based on popular online social networks (OSN) data used by the citizens. Secondly, the sustainability of the three different OSN is assessed. This paper investigates the social network domain with regard to the SC. Although in SC, OSN are increasing day by day, there is still an unresolved issue of trust among their users and also OSN are not much sustainable. In this research, we are analyzing the sustainability of different OSN for the SC. We employ datasets of three different social networks for our analyses. A local trust model is used to identify the central user within the local cluster while the global trust-based framework is used to identify the opinion leaders. Our analysis based on the datasets of Facebook, Twitter, and Slashdot unveil that filtration of these central-local users and opinion leaders result in the dispersion and significant reduction in a network. A novel model is being developed that outlines the relationship between local and global trust for the protection of OSN users in SC. Furthermore, the proposed mechanism uses the data posted by citizens on OSN to propose new services by mitigating the effect of untrusted users.

Modelling multi-topic information propagation in online social networks based on resource competition

2016 ◽  
Vol 43 (3) ◽  
pp. 342-355 ◽  
Author(s):  
Liyuan Sun ◽  
Yadong Zhou ◽  
Xiaohong Guan
Keyword(s):  
Social Networks ◽  
Network Structure ◽  
Online Social Networks ◽  
Resource Competition ◽  
Propagation Model ◽  
Small Scale ◽  
Model Parameters ◽  
Information Propagation ◽  
Practical Applications ◽  
The Impact

Understanding information propagation in online social networks is important in many practical applications and is of great interest to many researchers. The challenge with the existing propagation models lies in the requirement of complete network structure, topic-dependent model parameters and topic isolated spread assumption, etc. In this paper, we study the characteristics of multi-topic information propagation based on the data collected from Sina Weibo, one of the most popular microblogging services in China. We find that the daily total amount of user resources is finite and users’ attention transfers from one topic to another. This shows evidence on the competitions between multiple dynamical topics. According to these empirical observations, we develop a competition-based multi-topic information propagation model without social network structure. This model is built based on general mechanisms of resource competitions, i.e. attracting and distracting users’ attention, and considers the interactions of multiple topics. Simulation results show that the model can effectively produce topics with temporal popularity similar to the real data. The impact of model parameters is also analysed. It is found that topic arrival rate reflects the strength of competitions, and topic fitness is significant in modelling the small scale topic propagation.

The Impact of Entrepreneurial Social Identity on Founder Use of Online Social Networks

2013 ◽  
Vol 2013 (1) ◽  
pp. 14963
Author(s):  
Claudia Smith ◽  
Brock Smith ◽  
Eleanor Shaw
Keyword(s):  
Social Networks ◽  
Social Identity ◽  
Online Social Networks ◽  
The Impact
Sign in / Sign up

Export Citation Format

Share Document