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...

Descripción completa

Guardado en:
Detalles Bibliográficos
Autores principales: Litterio, Mario, Nantes, Esteban Alberto, Larrosa, Juan Manuel, Gómez, Liliana Julia
Lenguaje:Inglés
Publicado: Emerald Publishing Limited 2022
Materias:
Social network analysis
Marketing
Influencers
Acceso en línea:https://repositoriodigital.uns.edu.ar/xmlui/handle/123456789/6059
Aporte de:
Repositorio Institucional Universidad Nacional del Sur (UNS) de Universidad Nacional del Sur
id I20-R126-123456789-6059
record_format dspace
institution Universidad Nacional del Sur
institution_str I-20
repository_str R-126
collection Repositorio Institucional Universidad Nacional del Sur (UNS)
language Inglés
orig_language_str_mv eng
topic Social network analysis
Marketing
Influencers
spellingShingle Social network analysis
Marketing
Influencers
Litterio, Mario
Nantes, Esteban Alberto
Larrosa, Juan Manuel
Gómez, Liliana Julia
Marketing and social networks : a criterion for detecting opinion leaders
topic_facet Social network analysis
Marketing
Influencers
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.
author Litterio, Mario
Nantes, Esteban Alberto
Larrosa, Juan Manuel
Gómez, Liliana Julia
author_facet Litterio, Mario
Nantes, Esteban Alberto
Larrosa, Juan Manuel
Gómez, Liliana Julia
author_sort Litterio, Mario
title Marketing and social networks : a criterion for detecting opinion leaders
title_short 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_sort marketing and social networks : a criterion for detecting opinion leaders
publisher Emerald Publishing Limited
publishDate 2022
url https://repositoriodigital.uns.edu.ar/xmlui/handle/123456789/6059
work_keys_str_mv AT litteriomario marketingandsocialnetworksacriterionfordetectingopinionleaders
AT nantesestebanalberto marketingandsocialnetworksacriterionfordetectingopinionleaders
AT larrosajuanmanuel marketingandsocialnetworksacriterionfordetectingopinionleaders
AT gomezlilianajulia marketingandsocialnetworksacriterionfordetectingopinionleaders
bdutipo_str Repositorios
_version_ 1764820504779161602

Ejemplares similares