Marketing and social networks: a criterion for detecting opinion leaders
Purpose - The purpose of this paper is to use the practical application of tools provided by social network theory for the detection of potential influencers from the point of view of marketing within online communities. It proposes a method to detect significant actors based on centrality metrics....
| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
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Emerald Publishing
2017-10-01
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| Series: | European Journal of Management and Business Economics |
| Subjects: | |
| Online Access: | https://www.emeraldinsight.com/doi/pdfplus/10.1108/EJMBE-10-2017-020 |
| _version_ | 1811233896996536320 |
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| author | Arnaldo Mario Litterio Esteban Alberto Nantes Juan Manuel Larrosa Liliana Julia Gómez |
| author_facet | Arnaldo Mario Litterio Esteban Alberto Nantes Juan Manuel Larrosa Liliana Julia Gómez |
| author_sort | Arnaldo Mario Litterio |
| collection | DOAJ |
| description | Purpose - The purpose of this paper is to use the practical application of tools provided by social network theory for the detection of potential influencers from the point of view of marketing within online communities. It proposes a method to detect significant actors based on centrality metrics. Design/methodology/approach - A matrix is proposed for the classification of the individuals that integrate a social network based on the combination of eigenvector centrality and betweenness centrality. The model is tested on a Facebook fan page for a sporting event. NodeXL is used to extract and analyze information. Semantic analysis and agent-based simulation are used to test the model. Findings - The proposed model is effective in detecting actors with the potential to efficiently spread a message in relation to the rest of the community, which is achieved from their position within the network. Social network analysis (SNA) and the proposed model, in particular, are useful to detect subgroups of components with particular characteristics that are not evident from other analysis methods. Originality/value - This paper approaches the application of SNA to online social communities from an empirical and experimental perspective. Its originality lies in combining information from two individual metrics to understand the phenomenon of influence. Online social networks are gaining relevance and the literature that exists in relation to this subject is still fragmented and incipient. This paper contributes to a better understanding of this phenomenon of networks and the development of better tools to manage it through the proposal of a novel method. |
| first_indexed | 2024-04-12T11:27:45Z |
| format | Article |
| id | doaj.art-b1ca253995df489e9a98d470dc93890c |
| institution | Directory Open Access Journal |
| issn | 2444-8451 2444-8494 |
| language | English |
| last_indexed | 2024-04-12T11:27:45Z |
| publishDate | 2017-10-01 |
| publisher | Emerald Publishing |
| record_format | Article |
| series | European Journal of Management and Business Economics |
| spelling | doaj.art-b1ca253995df489e9a98d470dc93890c2022-12-22T03:35:11ZengEmerald PublishingEuropean Journal of Management and Business Economics2444-84512444-84942017-10-0126334736610.1108/EJMBE-10-2017-020600232Marketing and social networks: a criterion for detecting opinion leadersArnaldo Mario Litterio0Esteban Alberto Nantes1Juan Manuel Larrosa2Liliana Julia Gómez3The National University of South, Buenos Aires, ArgentinaThe National University of South, Buenos Aires, ArgentinaThe National University of South, Buenos Aires, ArgentinaThe National University of South, Buenos Aires, ArgentinaPurpose - The purpose of this paper is to use the practical application of tools provided by social network theory for the detection of potential influencers from the point of view of marketing within online communities. It proposes a method to detect significant actors based on centrality metrics. Design/methodology/approach - A matrix is proposed for the classification of the individuals that integrate a social network based on the combination of eigenvector centrality and betweenness centrality. The model is tested on a Facebook fan page for a sporting event. NodeXL is used to extract and analyze information. Semantic analysis and agent-based simulation are used to test the model. Findings - The proposed model is effective in detecting actors with the potential to efficiently spread a message in relation to the rest of the community, which is achieved from their position within the network. Social network analysis (SNA) and the proposed model, in particular, are useful to detect subgroups of components with particular characteristics that are not evident from other analysis methods. Originality/value - This paper approaches the application of SNA to online social communities from an empirical and experimental perspective. Its originality lies in combining information from two individual metrics to understand the phenomenon of influence. Online social networks are gaining relevance and the literature that exists in relation to this subject is still fragmented and incipient. This paper contributes to a better understanding of this phenomenon of networks and the development of better tools to manage it through the proposal of a novel method.https://www.emeraldinsight.com/doi/pdfplus/10.1108/EJMBE-10-2017-020Social network analysisMarketingInfluencers |
| spellingShingle | Arnaldo Mario Litterio Esteban Alberto Nantes Juan Manuel Larrosa Liliana Julia Gómez Marketing and social networks: a criterion for detecting opinion leaders European Journal of Management and Business Economics Social network analysis Marketing Influencers |
| title | Marketing and social networks: a criterion for detecting opinion leaders |
| title_full | Marketing and social networks: a criterion for detecting opinion leaders |
| title_fullStr | Marketing and social networks: a criterion for detecting opinion leaders |
| title_full_unstemmed | Marketing and social networks: a criterion for detecting opinion leaders |
| title_short | Marketing and social networks: a criterion for detecting opinion leaders |
| title_sort | marketing and social networks a criterion for detecting opinion leaders |
| topic | Social network analysis Marketing Influencers |
| url | https://www.emeraldinsight.com/doi/pdfplus/10.1108/EJMBE-10-2017-020 |
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