| Autor: |
Denise Cristiane dos Santos, José Simão de Paula Pinto |
| Jazyk: |
English<br />Spanish; Castilian<br />Portuguese |
| Rok vydání: |
2016 |
| Předmět: |
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| Zdroj: |
Perspectivas Contemporâneas, Vol 11, Iss 01, Pp 140-164 (2016) |
| Druh dokumentu: |
article |
| ISSN: |
1980-0193 |
| Popis: |
Inserted in the use of ICT - Information and Communication Technology - for relationship marketing practices, this paper aims to present a proposal for use of centrality measures as a technique to analyze the interaction between brands and consumers on online social networks. The theoretical framework addresses the characterization of online social networks, relationship marketing practices aligned to the use of online social networks and centrality measures appropriate for its analysis. Descriptive-exploratory methodological feature, this study adopted as observation object the fan pages of Facebook online social network. The recording of data was by running scripts created for this purpose. For evidence of analysis used a spreadsheet and an online application to the cloud generation words. As a result, presents information dissemination graphs contemplating the degree of metrics, proximity and intermediation. Concludes that the adoption of measures of centrality for the analysis of online social networks can be indicated as support for relationship marketing practices. |
| Databáze: |
Directory of Open Access Journals |
| Externí odkaz: |
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