A targeted approach to viral marketing

A picture is worth a thousand words: an empirical study on the influence of content visibility on diffusion processes within a virtual world

“…Research related to viral marketing and information diffusion is based on mathematical models with the use of agent-based simulations (Perez and Dragicevic 2009), field experiments (Touibia, Stephen, and Freud 2011), datasets from social networking platforms such as Twitter (Taxidou and Fischer 2014) and Facebook (Li et al 2013), virtual worlds (Bakshy, Karrer, and Adamic 2009;Huffaker et al 2011), and e-commerce systems (Leskovec, Adamic, and Huberman 2007). Recent research opens new directions towards temporal networks (Jankowski, Michalski, and Kazienko 2013;Michalski et al 2014), multilayer networks (Salehi et al 2015), adaptive approaches (Seeman and Singer 2013), targeted viral marketing (Mochalova and Nanopoulos 2014), and evolving strategies (Stonedahl, Rand, and Wilensky 2010).…”

Using a consumer socialization framework to understand electronic word-of-mouth (eWOM) group membership among brand followers on Twitter

“…Broadly defined as information exchange among consumers, 46 word-of-mouth (WOM) has long been recognized as an important 47 source of information that influences consumer decision making. 48 For example, Mochalova and Nanopoulos (2014) suggest that rec- 49 ommendations that are based on consumers' social ties play a piv-50 otal role when choosing a product or service. Past research has 51 indicated that WOM is linked to attitudes and behavior, customer 52 satisfaction (Lang 2011), and technology acceptance (Parry et al 53 2012).…”

An analytical method to identify social ambassadors for a mobile service provider's brand page on facebook

“…It is very much likely that these users would have positive impression of the brand page of the MSP, and would be an important influencer in word-of-mouth marketing. Viral marketing is an effective marketing technique for social media [5]. This paper provides a method to capture those influencers by proposing a metric named association value.…”

“…Existing academic literature suggests that studies have been conducted for B2B companies to analyze how these companies leverage their Social Networking Sites to achieve brand objectives [6]. A considerable number of studies analyze the social networks graphically computing centrality scores to determine position of influence [5]. However, in these methods, computation of influencers or social ambassadors is based on certain metrics and the final list of ambassadors is validated against intuition to ascertain the weights of the metrics.…”