Word of mouth marketing through Online Social Networks

Paper 291This paper proposes a research agenda for studying factors that may affect marketing effectiveness in the context of online communities. Findings of prior studies are synthesized into a more comprehensive review of the state of the art of research on word of mouth marketing through online social networks. Based on the review, we propose a research model that incorporates both network and individual factors, present the research plan, and discuss the potential implications of the research.postprintThe 15th Americas Conference on Information Systems (AMCIS 2009), San Francisco, CA., 6-9 August 2009. In Proceedings of AMCIS, 2009, p. 1-

Word of Mouth Marketing through Online Social Networks

This paper proposes a research agenda for studying factors that may affect marketing effectiveness in the context of online communities. Findings of prior studies are synthesized into a more comprehensive review of the state of the art of research on word of mouth marketing through online social networks. Based on the review, we propose a research model that incorporates both network and individual factors, present the research plan, and discuss the potential implications of the research

Friend Suggestion and Friend Browsing in Web 2.0 Applications

Web 2.0 and social network applications have become increasingly popular. It is important for these applications to help users in maintaining their social networks by providing functions on friend suggestion and friend browsing. However, little study in this area has been reported in the literature. This paper proposes the design of two modules for friend suggestion and friend browsing. The first module is based on Hopfield Net spreading activation, while the second module is based on hyperbolic tree and self-organizing map. The proposed evaluation plan is also presented in the paper

UNDERSTANDING THE IMPACT OF INTERNET MEDIA ON PATIENT-CLINICIAN TRUST: MODEL DEVELOPMENT AND RESEARCH DESIGN

Patient-clinician trust is one of the major concerns regarding the relationship between the public and the healthcare industry. The development of Internet technology, especially Web 2.0 applications, provides us with a greater ability to exchange information and provide feedback. To describe and measure the impact of ICT-based new media on patient-clinician trust, this paper develops a theoretical model that builds on previous literature in both the healthcare and IS research areas. The paper also aims to explain the differing impacts of online reports (Web 1.0) and online comments (Web 2.0), along with the differing impacts of positive and negative comments. Expected contributions and an agenda for future empirical experiment are also discussed in the paper

Research on Viral Marketing Propagating Oriented to Marketing Context

Viral marketing exploits social networks to market new product, where users are encouraged to recommend products to their friends. Propagating model is base of other researches on viral marketing, which describes how marketing information is propagated from seed users to other users. In this paper, it is found that currently widely used Independent Cascade (IC) model is not adapted to marketing context where a user will accept recommendation only when the recommendation come from a lot of his friends. Based on the finding, k-order propagating model oriented to marketing context is proposed. Two specific k-order propagating are studied, respectively General_KP and Binary_KP. Using Twitter, Friendster and Random dataset, there 384 experiments are made to show propagating results based on proposed models. The results shows that influence order k is has important influence on propagating process, which illustrate that k-order propagating model is important for viral marketing

Marketing Aspects of Social Media Absorption in the Clothing Industry in the Light of Own Research

The process of exchange has been an integral part of life since the dawn of civilization, which means that marketing understood in a wide context as a contact between a seller and a market i.e. someone that is willing to buy something – is exactly as old as a notion of exchange (Otto, 2004). Subsequent stages in the process of its evolution have lead to its atomization and a need for exploration of optimal tools and working methods. The era of IT technology and related dynamic development of mobile devices and applications have contributed to an extensive development of social media that to an increasingly greater extent determine marketing activity of contemporary enterprises. Clothing industry is present virtually in every country and it is one of the most important sectors of the global economy. In case of some regions, both in a global and national perspective, it can be a factor that determines their development and further directions of evolution. The Åódź region that is the subject of the discussion presented below is a perfect example of that trend. The aim of the article is to identify the most popular methods and tools of social media marketing used by the main clothing enterprises from the Åódź region while taking into account indications for their further diffusion

PREDICTING VIRAL MARKETING PROPAGATING EFFICIENCY WITHIN GIVEN DEADLINE

As a new developed marketing strategy in recent years, viral marketing attracts great attention from scholars and enterprises. Many enterprises try to adopt it for marking new product in order to greatly improve large sales and to quickly recoup the cost. But how marketing efficiency is actually? How fast marketing propagating speed is on earth? Especially for a given deadline, can the enterprise predict the sales when viral marketing is used? In this paper, a predicting method based on deadline graph is proposed to evaluate the viral marketing efficiency within given deadline. Specifically, two methods are first proposed to generate deadline graph, respectively Shortest-Distance methods and Time-Iteration method, based on which, a Reverse Tree method is exploited to predict the activated (buying) probability of the users. A lot of experiments are made to test our proposed method by using three datasets, respectively Twitter, Friendster and Random. The experiment results clearly show that deadline graph is a very key and necessary technique for evaluating viral marketing propagating efficiency within given deadline since overwhelming advantages over traditional method are gained by the method based on deadline graph in our experiment

ONLINE SOCIAL NETWORKING SITE (SNS) USE AT THE CAMPUS EMERGENCIES

Recent crisis incidents that have happened at university campuses show the critical importance of information sharing and communication during emergencies. Social networking sites (SNS) are potential communication media which can be used by students’ during such events. This researchin- progress articulates the motivational factors (perceived risk, perceived reward expectations, perceived trust in information accuracy, and perceived usefulness) determining the intention to use online social networking sites during emergencies. The paper ends with the research plan and methodologies to be used as well as the possible implications of this research. This paper will contribute to our understanding of the students’ use of SNS at campus emergencies, while implications will be of great interest to university administrations and emergency departments

‘I just saw this on Facebook, I need it now’: Exploring Small Business use of Facebook

This paper reports on a study exploring social media adoption and use by twelve small businesses. Results indicate that Facebook is the dominant platform used and it can provide small businesses with a virtually cost free and easy way to reach customers. Businesses reported immediate results from using Facebook; customers arrived in store after seeing Facebook posts. Participants felt there were minimal risks involved and none had experienced negative feedback or inappropriate posts. Most felt that using Facebook increased their competitive advantage due to their enhanced online profile. Despite some effort to engage customers, business to consumer transfer of information is the primary function of the Facebook pages studied. Page owners report limited training for and analysis of their Facebook activities. This indicates a need for further research in the small business context, focused on approaches to boosting customer interaction, to realize the full potential of Facebook engagement

Fashion/lifestyle blogs and its influence on followers buying decisions

O advento das tecnologias e, sucessivamente, da internet, despoletou diversos fenómenos até antes desconhecidos. A possibilidade de comunicação entre os utilizadores da internet levou ao aparecimento de redes sociais e, consequentemente as comunidades online, como forma de sociabilização e troca de ideias. Começaram a surgir os blogues e influenciadores digitais, que rapidamente se tornaram parte fundamental nas decisões de compra dos seus seguidores, ao criar parcerias com empresas e divulgar os seus produtos/serviços. Com este artigo pretende-se perceber qual a influência desses indivíduos nas decisões de compra dos seus seguidores. Através de um estudo qualitativo com entrevistas exploratórias a seis bloguers, e quantitativo baseado num questionário online a 187 participantes, foi possível concluir que as bloguers influenciam a maioria dos seus seguidores a comprar/usufruir determinado produto/serviço construindo relações de confiança e de interesses comuns entre ambos.info:eu-repo/semantics/acceptedVersio