Marketing and Social Networks: A Criterion for Detecting Opinion Leaders

LITTERIO, ARNALDO MARIO; NANTES, ESTEBAN ALBERTO; LARROSA, JUAN M.C.

European Journal of Management and Business Economics

Emerald Publishing Limited

Lugar: Barcelona; Año: 2017 vol. 26 p. 1 - 19

2444-8451

This paper addresses the problem of online social networks in general as a new archetype of marketing in terms of communication and relationship of a brand with its consumers. It explores, in particular, the possibility of applying social network analysis tools to generate a methodology for detecting influencers and opinion leaders on these types of networks. A study case detects that the confluence of high values of two centralities in a group of actors helps to detect influencers with ample capacity to disseminate information within the network.