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

  • Mercanti-Guérin, Maria
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    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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    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 Revue Management et Avenir, 2010, no. 32. pp. 132-153.Length: 21 pages
    Handle: RePEc:dau:papers:123456789/7616
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    1. Frédéric Deroïan & Jean-Benoît Zimmermann & Alexandre Steyer, 2003. "Apprentissage social et diffusion de l'innovation : Réseaux critiques et intermédiarité," Post-Print halshs-00369732, HAL.
    2. 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.
    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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