Who will lead and who will follow: Identifying Influential Users in Online Social Networks
Along with the explosive growth of the phenomenon Online Social Networks (OSN), identifying influential users in OSN has received a great deal of attention in recent years. However, the development of practical approaches for identifying them is still in its infancy. By means of a structured literature review, the authors analyze and synthesize the publications particularly from two perspectives. From a research perspective, they find that existing approaches mostly build on users’ connectivity and activity but hardly consider further characteristics of influential users. Moreover, they outline two major research streams. It becomes apparent that most marketing-oriented articles draw on real-world data of OSN, while more technology-oriented papers rather have a theoretical approach and mostly evaluate their artifacts by means of formal proofs. The authors find that a stronger collaboration between the scientific Business and Information Systems Engineering (BISE) and Marketing communities could be mutually beneficial. With respect to a practitioner’s perspective, they compile advice on the practical application of approaches for the identification of influential users. It is hoped that the results can stimulate and guide future research. Copyright Springer Fachmedien Wiesbaden 2013
Volume (Year): 5 (2013)
Issue (Month): 3 (June)
|Contact details of provider:|| Web page: http://www.springer.com|
Web page: https://www.gi.de/
|Order Information:||Web: http://www.springer.com/economics/journal/12599|
Please report citation or reference errors to , or , if you are the registered author of the cited work, log in to your RePEc Author Service profile, click on "citations" and make appropriate adjustments.:
- Vishal Narayan & Vithala R. Rao & Carolyne Saunders, 2011. "How Peer Influence Affects Attribute Preferences: A Bayesian Updating Mechanism," Marketing Science, INFORMS, vol. 30(2), pages 368-384, 03-04.
- Brown, Jacqueline Johnson & Reingen, Peter H, 1987. " Social Ties and Word-of-Mouth Referral Behavior," Journal of Consumer Research, Oxford University Press, vol. 14(3), pages 350-62, December.
- Hinz, Oliver & Skiera, Bernd & Barrot, Christian & Becker, Jan, 2011. "Seeding Strategies for Viral Marketing: An Empirical Comparison," Publications of Darmstadt Technical University, Institute for Business Studies (BWL) 56543, Darmstadt Technical University, Department of Business Administration, Economics and Law, Institute for Business Studies (BWL).
- Bone, Paula Fitzgerald, 1995. "Word-of-mouth effects on short-term and long-term product judgments," Journal of Business Research, Elsevier, vol. 32(3), pages 213-223, March.
- Michael L. Katz & Carl Shapiro, 1994. "Systems Competition and Network Effects," Journal of Economic Perspectives, American Economic Association, vol. 8(2), pages 93-115, Spring.
- Andrea Landherr & Bettina Friedl & Julia Heidemann, 2010. "A Critical Review of Centrality Measures in Social Networks," Business & Information Systems Engineering: The International Journal of WIRTSCHAFTSINFORMATIK, Springer;Gesellschaft für Informatik e.V. (GI), vol. 2(6), pages 371-385, December.
- Yubo Chen & Jinhong Xie, 2008. "Online Consumer Review: Word-of-Mouth as a New Element of Marketing Communication Mix," Management Science, INFORMS, vol. 54(3), pages 477-491, March.
- Charles F. Manski, 1993.
"Identification of Endogenous Social Effects: The Reflection Problem,"
Review of Economic Studies,
Oxford University Press, vol. 60(3), pages 531-542.
- Manski, C.F., 1991. "Identification of Endogenous Social Effects: the Reflection Problem," Working papers 9127, Wisconsin Madison - Social Systems.
- David Godes & Dina Mayzlin & Yubo Chen & Sanjiv Das & Chrysanthos Dellarocas & Bruce Pfeiffer & Barak Libai & Subrata Sen & Mengze Shi & Peeter Verlegh, 2005. "The Firm's Management of Social Interactions," Marketing Letters, Springer, vol. 16(3), pages 415-428, December.
- David Godes & Dina Mayzlin, 2009. "Firm-Created Word-of-Mouth Communication: Evidence from a Field Test," Marketing Science, INFORMS, vol. 28(4), pages 721-739, 07-08.
- Frank M. Bass, 1969. "A New Product Growth for Model Consumer Durables," Management Science, INFORMS, vol. 15(5), pages 215-227, January.
- Wesley Hartmann & Puneet Manchanda & Harikesh Nair & Matthew Bothner & Peter Dodds & David Godes & Kartik Hosanagar & Catherine Tucker, 2008. "Modeling social interactions: Identification, empirical methods and policy implications," Marketing Letters, Springer, vol. 19(3), pages 287-304, December.
- Christophe Van den Bulte & Stefan Stremersch, 2004. "Social Contagion and Income Heterogeneity in New Product Diffusion: A Meta-Analytic Test," Marketing Science, INFORMS, vol. 23(4), pages 530-544, July.
- Charles F. Manski, 2000.
"Economic Analysis of Social Interactions,"
NBER Working Papers
7580, National Bureau of Economic Research, Inc.
- Christophe Van den Bulte & Yogesh V. Joshi, 2007. "New Product Diffusion with Influentials and Imitators," Marketing Science, INFORMS, vol. 26(3), pages 400-421, 05-06.
- Puneet Manchanda & Ying Xie & Nara Youn, 2008. "The Role of Targeted Communication and Contagion in Product Adoption," Marketing Science, INFORMS, vol. 27(6), pages 961-976, 11-12.
- Andrea Galeotti & Sanjeev Goyal, 2009. "Influencing the influencers: a theory of strategic diffusion," RAND Journal of Economics, RAND Corporation, vol. 40(3), pages 509-532.
- David Godes & Dina Mayzlin, 2004. "Using Online Conversations to Study Word-of-Mouth Communication," Marketing Science, INFORMS, vol. 23(4), pages 545-560, June.
- van den Bulte, C. & Stremersch, S., 2003. "Contagion and heterogeneity in new product diffusion: An emperical test," ERIM Report Series Research in Management ERS-2003-077-MKT, Erasmus Research Institute of Management (ERIM), ERIM is the joint research institute of the Rotterdam School of Management, Erasmus University and the Erasmus School of Economics (ESE) at Erasmus University Rotterdam.
When requesting a correction, please mention this item's handle: RePEc:spr:binfse:v:5:y:2013:i:3:p:179-193. See general information about how to correct material in RePEc.
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Sonal Shukla)or (Rebekah McClure)
If references are entirely missing, you can add them using this form.