Identifying effective influencers based on trust for electronic word-of-mouth marketing: A domain-aware approach

Liu, Shixi; Jiang, Cuiqing; Lin, Zhangxi; Ding, Yong; Duan, Rui; Xu, Zhiwei

doi:10.1016/j.ins.2015.01.034

Cited by 157 publications

(107 citation statements)

References 26 publications

Supporting

Mentioning

Contrasting

Unclassified

Order By: Relevance

“…More important is the influence of the circles of trust. The same than previous studies (Ku et al, 2012;Liu et al, 2015), both the trust intensity and the average trust intensity of trustors have a significant and positive influence over the condition of being an influencer. However, and as a novel contribution of this paper, the trust-by intensity and the average trust intensity of trustees also show this significant positive relationship, although at a lower level.…”

Section: Identification Of Influencers In Eword-of-mouth Communitiessupporting

confidence: 72%

Identification of Influencers in eWord-of-Mouth communities using their Online Participation Features

Olmedilla

Arenas‐Márquez

Torres

et al. 2016

Proceedings of the 1st International Conference on Advanced Research Methods and Analytics

View full text Add to dashboard Cite

show abstract

Section: Identification Of Influencers In Eword-of-mouth Communitiessupporting

confidence: 72%

Identification of Influencers in eWord-of-Mouth communities using their Online Participation Features

Olmedilla

Arenas‐Márquez

Torres

et al. 2016

Proceedings of the 1st International Conference on Advanced Research Methods and Analytics

View full text Add to dashboard Cite

show abstract

“…eWOM provides brands and businesses with many opportunities such as product sales, customer value, customer loyalty and product promotion (Zhang et al, 2010). Effective and influential people on various social media platforms can significantly influence consumers' purchase decisions through eWOM (Liu et al, 2015). YouTubers are also useful for brands to expand their target groups and to increase consumer loyalty (Sudha and Sheena, 2017).…”

Section: Youtubers and Ewommentioning

confidence: 99%

“…Therefore, marketers and communications specialists are seeking ways to make use of YouTubers to develop brand consumer dialogue on digital platforms (Forbes, 2016). Influencers are often those who have the knowledge to influence the behavior and attitudes of others (Liu et al, 2015). To be more precise, influencers are Instagrammers, YouTubers and Bloggers who have an influence on certain community members with common interests (Uzunoğlu and Kip, 2014).…”

Section: Youtubers As Influencersmentioning

confidence: 99%

Consumers’ Perceptions of YouTubers: The Case of Turkey

Gümüş

2018

AJIT-e

View full text Add to dashboard Cite

With advances in information and communication technologies, social media has not only been an integral part of our lives but also paved the way for the emergence of new applications in marketing activities, one of which is conducted by YouTubers, who have captured the attention of brands due to the massive influence they have on millions of their followers. In line with this purpose, face-to-face surveys were conducted in November-December 2017 with 257 students from Kastamonu University in Turkey. Results reveal four factors of participants' perceptions: YouTuber Video Perception, Content Sharing, Perceived Benefit and Impact on Purchase Decision. Tüketicilerin Youtuber'lara Yönelik Algılarının İncelenmesi: Türkiye Örneği ÖZ Bilgi ve iletişim teknolojilerinde meydana gelen gelişmeler sonucunda hayatımıza giren sosyal medya, pazarlama çalışmalarında da yeni bir takım uygulamalara neden olmaktadır. Bunlardan biri de gittikçe daha fazla karşımıza çıkan YouTuber'lardır. Milyonlara varan takipçi sayıları ile YouTuber'lar takipçileri üzerindeki etkileri nedeniyle markaların dikkatlerini çekmeyi başarmışlardır. Bu amaç doğrultusunda 2017 Kasım-Aralık ayları içinde Türkiye'de Kastamonu Üniversitesi öğrencisi olan 257 öğrenciye yüz yüze anket yapılmıştır. Araştırma sonucunda katılımcıların algıları YouTuber video algısı, içerik paylaşımı, algılanan fayda ve satın alım kararına etki olmak üzere dört boyut olarak ortaya çıkmıştır. Anahtar Sözcükler: YouTuber, ekleyici pazarlama, tüketici davranışları, pazarlama iletişimi, sosyal medya.

show abstract

“…It is the duality of the same thing and has distinct nature and characteristics [8][9][10]. In the hybrid trust network, the user receives both the favor (trust relationship) from the end user and receives the disapproval vote (no trust relationship) [11]. Therefore, the study has only considered the trust relationship between users and ignore the relationship between the user's mistrust, so that a greater impact on the impact of the user has also been identified.…”

Section: Introductionmentioning

confidence: 99%

A Network Celebrity Identification and Evaluation Model Based on Hybrid Trust Relation

Jiang

Chen

2018

Teh. vjesn.

View full text Add to dashboard Cite

Trust-based celebrity user identification is the key to the industry's reputation for electronic word of mouth. However, trust and mistrust are independent and coexistent concepts. In this context, we need to consider the existence of the two kinds of user relations brought about by the impact. This paper analyzes the characteristics of trust and distrust in social networks, and gives formal descriptions of trust networks, untrusted networks, and mixed trust networks. Based on the indicators such as degree distribution, correlation coefficient, and matching coefficient, the structural properties of mixed trust networks are studied. Based on the PageRank algorithm, the HTMM metrics affecting users under the mixed trust network environment are proposed. Finally, the validity of HTMM is verified through a real data set containing trust and distrust. Experimental results show that the results of HTMM's celebrity user identification method still have a low level of trust.

show abstract

Identifying effective influencers based on trust for electronic word-of-mouth marketing: A domain-aware approach

Cited by 157 publications

References 26 publications

Identification of Influencers in eWord-of-Mouth communities using their Online Participation Features

Identification of Influencers in eWord-of-Mouth communities using their Online Participation Features

Consumers’ Perceptions of YouTubers: The Case of Turkey

A Network Celebrity Identification and Evaluation Model Based on Hybrid Trust Relation

Contact Info

Product

Resources

About