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Identifying Opinion Leaders for Marketing by Analyzing Online Social Networks
Abstract
Recently, the impact of social networks in customer buying decision is rapidly increasing due to effectiveness in shaping public opinion. This paper helps marketers analyze social network’s members based on different characteristics and choose the best method for identifying influential people among them. Then, marketers can use these influential people as seeds to market products/services. Considering the importance of opinion leadership in social networks a comprehensive overview of existing literature has been done. Studies show, different titles (such as opinion leaders, influential people, market mavens and key players) are used to refer to the influential group in social networks whom we know as opinion leaders. The study shows all the properties presented for opinion leaders in the form of different titles are classified into three general categories including structural, relational and personal characteristics and based on studying opinion leader identification methods; appropriate parameters are extracted in a comprehensive chart to evaluate and compare these methods accurately.
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