Identification of Influencers in eWord-of-Mouth communities using their Online Participation Features
| Autor: | Francisco J. Arenas-Márquez, M. Rocio Martinez-Torres, M. Olmedilla, Sergio Toral |
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| Jazyk: | angličtina |
| Rok vydání: | 2016 |
| Předmět: |
Engineering
Knowledge management qca media_common.quotation_subject Big data big data sem Quality (business) Marketing Social network analysis Virtual communities media_common internet data web data E-word of mouth Social network Influencers business.industry Online participation pls Purchasing Influencer marketing Identification (information) business Social Network Analysis conference |
| Zdroj: | RiuNet. Repositorio Institucional de la Universitat Politécnica de Valéncia instname |
| Popis: | [EN] The identification of influencers in any type of online social network is of paramount importance, as they can significantly affect consumers’ purchasing decisions. This paper proposes the utilization of a self-designed web scraper to extract meaningful information for the identification of influencers and the analysis of how this new set of variables can be used to predict them. The experimental results from the Ciao UK website will be used to illustrate the proposed approach and to provide new insights in the identification of influencers. Obtained results show the importance of the trust network, but considering the intensity and the quality of both trustors and trustees. |
| Databáze: | OpenAIRE |
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