Wait a second!
More handpicked essays just for you.
More handpicked essays just for you.
Advantages of social media usage in a company 5
The advantages and disadvantages of social media
The advantages and disadvantages of social media
Don’t take our word for it - see why 10 million students trust us with their essay needs.
Recommended: Advantages of social media usage in a company 5
Marketing based on social networks refers to a collection of marketing activities that take advantage of social relationships between consumers to increase sales. There are different kinds of marketing using social networks like word-of-mouth marketing, diffusion of innovation, buzz marketing and viral marketing [1]. Between these instances of network-based marketing, Word-of-mouth marketing has more creditability [2], because there is no direct link between the sender and the merchant. As a result, information is considered independent and subjective. In recent years, many researches in word-of-mouth marketing investigate discovering influential nodes in a social network. These influential people are called opinion leaders in the literature. Organizations interested in e-commerce need to identify opinion leaders among their customers, also the place (web site) which they are going online. This is the place which they can market their product.
1.1. Social network analysis
Regarding the importance of interpersonal relationship, studies are looking for formal method to measures “who talks to whom” in a community. These methods are known as social network analysis [3, 4, 5, 6]. Social network analysis includes the study of the interpersonal relationships. It usually is more focused on the network itself, rather than on the attributes of the members [2]. Valente and Rogers [7], have described social network analysis from the point of view of interpersonal communication by “on formal methods of measuring who talks to whom within a community”. Social network analysis enables researchers to identify people who are more central in the network and so more influential. By using these central people or opinion leaders as seeds diffusion of...
... middle of paper ...
...eadership and employing social networks to improve the marketing response is done. In Section 2, the concept of opinion leadership as well as different titles (opinion leaders, influential people, market mavens and key players) that has been introduced by different studies for referring to the influential group in social networks is discussed. Then, regarding the similarity of these titles on concept and common identification factors, by considering all definition and characteristics proposed for opinion leaders, influential people, market mavens and key players, three comprehensive classifications including structural, relational and personal characteristics are proposed. In section three, methods of opinion leader identification and selection are reviewed and appropriate parameter for analyzing these methods are extracted and shown in a comprehensive diagram.
Social network is a powerful weapon nowadays which was born to serve entertaining demand of humanity in front of rapid development of society. In the article “Separation Perfected” was written by Guy Debord in 1967_the period when cell phones, color TV, laptop… haven’t appeared yet, Debord demonstrated 34 spectacles that could impact to the formula as well as working of society. In spite of those ideas have undergone nearly five decades, there are some statements are still available when talking to in today society. According to “Separation Perfected,” Debord defined that the spectacles which created backlash in social interactions are similar to how the social network has affected people’s lives today.
The intensity of ties (eg: weak, strong, etc) can be characterized by intimacy, time, and reciprocal services. Hence, it is clear that a weak tie would have limited characterization of the variables mentioned previously. So why do sociologists claim that weak ties are responsible for the majority of information transmission and social network structure? This can be summed up by the “strength of weak ties” phenomena. This idea states that weak ties are so important because they bring in novel information, as well as allow people to “connect” through the weak ties of mutual friends.
Social interaction is the very basis of social life and the foundation of society. Further growth and progress in society would not be possible without interactions between individuals. However, the presence of an individual as a function of society does not bind them into a social unit. It is when a group of people cooperate that allows society to develop. Therefore, interaction is the very essence of social process. Furthermore, communication is the medium of interaction. The ability to communicate with other individuals is an important element of human life in terms of interacting and developing our society. Individuals thrive from success through the approval of others. In communication, an individual develops from the views and opinions of another person. It is important to consider that as a result of society's development, our system of communication also changed. While maintaining the traditional way of communicating such as physical interactions, individuals turn to other forms of socializing through the use of video games and the internet.
Social networking has come a long way since the introduction of multiple social networking sites such as MySpace and Facebook in the early 2000s. Nowadays, it is almost certain that any application that involves online interactions can be linked to a social networking site. Social networking has reached a new level; almost every web application must-have or will-recommend its users to connect their application profiles to their social networking profiles. Because social networking sites and social media contain the personal information of its users, social media users are constantly connected in their tightly knit communities present on the web. Social media partakers are updated and connected with the information shared on the web. But while social media can strengthen connections between people, online interactions can also harm relationships. Progressively increasing amount of time spent on online networks can affect people psychologically and; as a result, the transition into a new era of social interactions is slowly transforming the way people interact with one another. In addition to the developing problems with the interactions of social media users, there is also the concern of the privacy of the common social media user. By updating and maintaining a personal profile online, social networking users display their personal information on the Internet, which is, according to WordNet, a lexical database designed by Princeton University, “...a computer network consisting of a worldwide network of computer networks…” (WordNet). Aside from being connected to a community of friends and family, social network users are connected to other Internet users across the world allowing interactions with some strangers likely.
In article “The influence of e-word-of-mouth on travel decision-making: Consumer profiles”, it says that the presence of e-WOM brings more choices and information to tourism from a wide range of users (Hernández-Méndez, Sánchez-Fernández & Muñoz-Leiva 2015). Another advantage is social media tools are considered a more credible source of information because those who generate the content have no vested interest in the companies. According to Wu and Wang, “if users trust the comments and opinions of others in the online environment, it will positively affect their trust and attitude towards the brand and their purchase intent.” (as cited in The influence of e-word-of-mouth on travel decision-making: Consumer profiles
Viral marketing is a form of word-of-mouth marketing that aims to result in a message spreading exponentially and campaigns work when a message is spread exponentially and it results in a desired outcome for a brand (Stokes, R., 2010). Viral marketing uses the internet to disclose and spread the company’s products or services. It harnesses the electronic connectivity of individuals to ensure marketing messages are referred from one person to another (Stokes, R., 2010). There are two types of viral marketing. Organic viral campaigns spread with no input from the company who wants to advertise. The message or product/ service being sold by the merchant are passed around in a viral nature without any intention from the marketer (Stokes, R., 2010). In organic viral marketing, no planning was done on how to broadcast the products or services and those who expose the products or services made a choice just to pass it around by word of mouth in the internet. Amplified viral marketing on the other hand have been strategically planned, have defined goals for the brand being marketed, and usually have a distinct method of passing on the message (that can be tracked and quantified by the marketer) (Stokes , R.,2010). To go viral, sellers or services provider have to define the aims of the campaign. Sellers or service providers have to decide if the company wants brand awareness, drive traffic or make sure customers avail of the products or services. Secondly, the company should plan the message it wants to go viral. The message has to be unique and easily noticeable by consumers. Third, the message you want to convey must be passed on to others efficiently. The company has to provide incentives for sharing. The greatest ince...
"Nicholas Christakis: The Sociological Science Behind Social Networks and Social Influence." YouTube. YouTube, n.d. Web. 28 May 2014.
Based on the number of ties a node has, its reach to all other nodes, and its position in controlling the flow between other nodes, Freeman (1978) classified three measures of centrality: degree, closeness, and betweenness. The weighted degree of the node is the sum of the weights attached to the ties connected to a node (Barrat et al., 2004). Betweenness centrality is based on “the identification of the shortest paths, and measures the number of them that passes through a node” (Opsahl et al. 2010, p. 247). In a weighted network, the quickest path may be through nodes that are stronger and have more frequent ties than through a weak direct tie (see Opsahl et al., 2010). Closeness centrality refers to the average distance from a node to all other nodes in the network. The closeness centrality measure is somewhat limited in its applicability when there are disconnected components in our network and is restricted in its use within the giant component (see Opsahl et al, 2010). Eigenvector centrality, defined as the “weighted sum of not only direct connections but indirect connections of every length” (Bonacich, 2007, p. 555) is another important measure used in the exploration of our network that allowed us to identify individuals who are connected to other well-connected individuals. In order to measure local
The purpose of this literary analysis is to determine if social networks are helpful or harmful to relationships. As social networking evolves, different aspects of communication suffer. Such as the social penetration theory, which “describes people as onions with several layers of information”. pressed tightly together in the cuff. The outermost layer consists of the kind of information you would get.
Today’s leader must learn to manage and use social networks as a communication tool with customers and suppliers, and convey the importance of these new technologies to their partners, and to promote innovation processes within the company, which in times of globalization is essential, due to the large number of companies that are on the market. This requires organizations to always be at the forefront, offering the latest in products and services.
...s is achieved through social groups. Marketers focus upon group influence and social needs in their marketing activity to develop a stronger brand image which carers to the needs of the consumers.
Social Network theory dates back to the 1950’s where Barnes (1954) is credited with coining the term. Social Network Theory is the study of how the social structure around a person, group, or organization affect beliefs or behaviors (Dunn, 1983) The theory views relationships in terms of nodes and ties. Nodes can be defined as individual actors within networks, while ties are the relationships between the actors. (Dunn, 1983). These nodes and ties are often displayed in a diagram which shows the connection between them. Unlike traditional sociological studies, Social Network Theory does not assume that it is the attributes of individual actors, but rather the attributes of the individual are less important, but rather the relationships and ties with other actors within the network is what is important.
Social networks have become this substantial part of our modern civilization. It is a defining trait of how integrated our social interactions have become. Social networks have become an important source of news. Their availability on social networks makes news more accessible. From a motivational perspective, people use social networks to fulfill a variety of social needs, including association, self-expression, and self-presentation. Consequently, using a social network can enhance s...
Consumers pay millions of dollar for an advertisement campaigns, but word of mouth advertisement is absolutely free and reliable. This type of marketing spread quickly and effectively among consumers. (Jacques Bughin, 2010)
Marta, C. C., Martínez, E. E., & Sánchez, L. L. (2013). The «i-Generation» and its Interaction in Social Networks. An Analysis of Coca-Cola on Tuenti. Comunicar, 20(40), 41-47. doi:10.3916/C40-2013-02-04