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The Emergence of Opinion Leaders in Social Networks

Mak, Vincent - 2012

A major challenge in many word-of-mouth marketing campaigns is the cost-effective identification of opinion leaders, consumers who exert disproportionate influence on the purchase decisions of other consumers. However, empirical studies agree on few consumer characteristics that are strong...

Persistent link: https://www.econbiz.de/10014047398

A Study of Parents’ Opinion about Effects of Social Networking Usage by School Children

Pragnesh; Baser, Narayan - 2019

Social networking has now become an integral part of lives of modern citizens of India. There will hardly be any one who is not aware about at least one social networking site or app, whether he uses that or not. This covers school students also. It has been common now for households to have a...

Persistent link: https://www.econbiz.de/10014102991

The influence of Instagram likes on consumer attitude and purchase intention of e-commerce users in Bosnia and Herzegovina

Grcić-Rešidović, Erna; Mekić, Ensar - In: Economic review : journal of economics & business 20 (2022) 1, pp. 3-16

provide an analysis of the statistical significance of Instagram likes on consumer attitude and purchase intention on a linked … Instagram likes on consumer attitude and purchase intention. Currently, due to the relatively recent use of the app for business … and marketing purposes, there is a very limited amount of research on consumers' involvement and attitude on Instagram and …

Persistent link: https://www.econbiz.de/10014466516

Advertising in Social Networks

Pustylnick, Igor - 2014

The advertising efforts in social networks grow every year. Since their appearance in the late 1990s Social Network Web Sites were considered as a uniform group. The only differentiation factors were the number of users and the amount of traffic passed through the site. This paper classifies the...

Persistent link: https://www.econbiz.de/10014174645

Business Models and Virtual Worlds : The Second Life Lesson

Poian, Michele; Cagnina, Maria Rosita - 2020

Virtual Worlds seem to offer firms new opportunities for managing the convergence among technology, organization and business. The complex relation between people and their avatars and the capability to engage users into active participation yielded relevant insights in marketing and business...

Persistent link: https://www.econbiz.de/10014181972

A Segmentation Study of Beach Rental-by-Owner Online Inquiring Customers

Hill, William W. - 2011

In recent years, with the movement of vacation planning to the online setting, a segment that has emerged is the vacation rental-by-owner lodging market. Vacation property owners are now often renting their property on their own through the virtual marketplace. Accordingly, this study proposes...

Persistent link: https://www.econbiz.de/10014184143

Influentials, Imitables or Susceptibles? Virality and Word-of-Mouth Conversations in Online Social Networks

Susarla, Anjana; Oh, Jeongha; Tan, Yong - 2016

Motivated by the rise of social media platforms that achieve a fusion of content and community, we consider the role of word-of-mouth communications (WOM) structured through a network. Using a dataset from YouTube, we examine how cascades of WOM interactions enhance the popularity of videos. We...

Persistent link: https://www.econbiz.de/10014041798

A Conceptual Model for the Use of Social Media in Companies

Nistor, Cristian - 2015

Social media is currently an evolving “wave” in online business marketing. Marketers are beginning to drive the use of social media as a component in their marketing strategy and campaigns to reach out to customers and fans. Within the subdisciplines of marketing that may use social media...

Persistent link: https://www.econbiz.de/10014042994

Social Media Intelligence : Measuring Brand Sentiment from Online Conversations

Schweidel, David A.; Moe, Wendy W.; Boudreaux, Chris - 2014

With the proliferation of social media, questions have begun to emerge about its role in providing marketing insights. In this research, we investigate the potential to “listen in” on social media conversations as a means of inferring brand sentiment. Our analysis employs data collected from...

Persistent link: https://www.econbiz.de/10014043161

Worlds Collide : Exploring the Use of Social Media Technologies for Online Learning

Friedman, Linda Weiser; Friedman, Hershey H. - 2013

Models of distance education have evolved over decades, just in time to collide with modern pedagogies in which communication, interaction, student engagement, and active learning are of critical importance. The social media technologies encompass a wide variety of Web-based technologies such as...

Persistent link: https://www.econbiz.de/10014043207