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Analyse des réseaux sociaux et communautés en ligne : quelles applications en marketing ?

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  • Mercanti-Guérin, Maria
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    Abstract

    This paper identifies social network analysis (SNA) as a newly emerging methodology for the study of on-line communities in marketing. In order to examine what constitutes SNA, this paper reviews prior research on the topic: data-gathering techniques, measures of network structure (density, centrality, structural holes…), network properties, software review, roles and positions of actors. We explore the ramifications of using social network analysis in marketing processes and in an on-line community context. Marketing empirical applications and innovative developments in the field are mentioned.

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    File URL: http://basepub.dauphine.fr/xmlui/bitstream/123456789/7616/1/M._Mercanti-Guerin_analyse.pdf
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    Bibliographic Info

    Paper provided by Paris Dauphine University in its series Economics Papers from University Paris Dauphine with number 123456789/7616.

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    Date of creation: 2010
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    Publication status: Published in Management et Avenir, 2010, no. 32. pp. 132-153.Length: 21 pages
    Handle: RePEc:dau:papers:123456789/7616

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    Related research

    Keywords: marketing des communautés en ligne; Méthodologie; Analyse des réseaux sociaux;

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    1. Jean-Benoît Zimmermann & Frédéric Deroïan, 2001. "Cumul d'influence et réseaux sociaux : une application aux processus de diffusion de l'innovation," Revue d'Économie Industrielle, Programme National Persée, vol. 96(1), pages 7-27.
    2. Jean-Benoît Zimmermann & Alexandre Steyer & Frédéric Deroïan, 2003. "Apprentissage social et diffusion de l'innovation : réseaux critiques et intermédiarité," Revue d'Économie Industrielle, Programme National Persée, vol. 103(1), pages 71-89.
    3. Gert Sabidussi, 1966. "The centrality index of a graph," Psychometrika, Springer, vol. 31(4), pages 581-603, December.
    4. Fuller, Johann & Jawecki, Gregor & Muhlbacher, Hans, 2007. "Innovation creation by online basketball communities," Journal of Business Research, Elsevier, vol. 60(1), pages 60-71, January.
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