[go: up one dir, main page]

IDEAS home Printed from https://ideas.repec.org/a/eme/ejmbep/ejmbe-10-2017-020.html
   My bibliography  Save this article

Marketing and social networks: a criterion for detecting opinion leaders

Author

Listed:
  • Arnaldo Mario Litterio
  • Esteban Alberto Nantes
  • Juan Manuel Larrosa
  • Liliana Julia Gómez
Abstract
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.

Suggested Citation

  • Arnaldo Mario Litterio & Esteban Alberto Nantes & Juan Manuel Larrosa & Liliana Julia Gómez, 2017. "Marketing and social networks: a criterion for detecting opinion leaders," European Journal of Management and Business Economics, Emerald Group Publishing Limited, vol. 26(3), pages 347-366, October.
  • Handle: RePEc:eme:ejmbep:ejmbe-10-2017-020
    DOI: 10.1108/EJMBE-10-2017-020
    as

    Download full text from publisher

    File URL: https://www.emerald.com/insight/content/doi/10.1108/EJMBE-10-2017-020/full/html?utm_source=repec&utm_medium=feed&utm_campaign=repec
    Download Restriction: no

    File URL: https://www.emerald.com/insight/content/doi/10.1108/EJMBE-10-2017-020/full/pdf?utm_source=repec&utm_medium=feed&utm_campaign=repec
    Download Restriction: no

    File URL: https://libkey.io/10.1108/EJMBE-10-2017-020?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    More about this item

    Keywords

    Social network analysis; Marketing; Influencers; M31; L86;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • L86 - Industrial Organization - - Industry Studies: Services - - - Information and Internet Services; Computer Software

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eme:ejmbep:ejmbe-10-2017-020. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Emerald Support (email available below). General contact details of provider: .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.