LARROSA Juan Manuel Ceferino
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 - 1
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.