Social networks and the firm

Goyal, Sanjeev; Gagnon, Julien

doi:10.5700/rausp1237

Cited by 2 publications

(2 citation statements)

References 12 publications

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“…В настоящее время в рамках Интернета возникают и растут сообщества пользователей, образующих онлайновые социальные сети. При этом всё больше компаний воспринимают социальные сети как партнёров по бизнесу, так как их можно использовать не только как корпоративный мессенджер, но и для продвижения своих товаров и услуг с целью привлечения потенциальных клиентов и увеличения продаж [1][2][3]. Среди наиболее популярных методов продвижения можно отметить проведение конкурса, покупку рекламы у сторонних групп (сообществ с большой аудиторией) или покупку рекламы у администраторов социальной сети [4].…”

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Algorithm for evaluating the marketing activities of the online social network Vkontakte based on the cascade model of information dissemination

Gribanova¹,

Logvin²,

Shirenkov³

2018

Proceedings of TUSUR

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Алгоритм оценки маркетинговых мероприятий онлайновой социальной сети «ВКонтакте» на основе каскадной модели распространения информации Предложен алгоритм оценки показателя влияния маркетингового мероприятия в социальной сети «ВКонтакте» на основе каскадной модели распространения информации. Его реализация включает загрузку данных из социальной сети, моделирование распространения информации и решение оптимизационной задачи. В качестве примера рассмотрена оценка показателя влияния конкурса, проводимого в группе социальной сети. Ключевые слова: социальная сеть, конкурс, каскадная модель, распространение информации, влияние.

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Algorithm for evaluating the marketing activities of the online social network Vkontakte based on the cascade model of information dissemination

Gribanova¹,

Logvin²,

Shirenkov³

2018

Proceedings of TUSUR

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“…Modern researchers [1] note that the use of a social network can significantly increase the sales of firms and the value of the effect depends on the content of the participants' interaction, thus exploring the mechanisms aimed at disseminating information. Identifying the laws of the network system remains an important area of research in the economy.…”

Section: Introductionmentioning

confidence: 99%

Econometric models for evaluation of marketing activities` indicators of social network

Gribanova¹,

Shirenkov²,

Катасонова³

2017

Proceedings of the International Conference on Trends of Technologies and Innovations in Economic and Social Studies 2017

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Abstract-In recent years, the analysis of social networks has received considerable attention in the literature because they have a global reach and the large number of data available. For organizations, there are the social networks attractive from the perspective of the promotion of their products and services. And the successful implementation of these activities must take into account a number of factors, existing dependencies in the system and laws for its development. This article is dedicated to study of marketing activities in the social network. The main factors that can influence the result of economic activities are identified. For the study, the authors used data from the groups in the social network VKontakte in the city of Tomsk. For this purpose, the authors calculated network analysis metrics (a clustering factor, a degree, a number of second-level elements) and specific indicators of social groups (activity, popularity). A Java-based program was implemented to collect data and perform group metric calculations. Two regression models have been developed. Also different types of dependencies were studied: linear, hyperbolic, progressive. The first regression model describes the change dependency on the number of members of the group as a result of the competition, based on the number of subscribers and the popularity of the group. The second regression model describes how the value of the advertisement in the group is dependent on the number of subscribers and the indicator of whether the group is the "leader". Both regressions are significant at 99% confidence level. The models can be used in planning and evaluating the results of marketing activities.

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Social networks and the firm

Cited by 2 publications

References 12 publications

Algorithm for evaluating the marketing activities of the online social network Vkontakte based on the cascade model of information dissemination

Algorithm for evaluating the marketing activities of the online social network Vkontakte based on the cascade model of information dissemination

Econometric models for evaluation of marketing activities` indicators of social network

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