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Social Network Analysis in Marketing

Social Network Analysis in Marketing

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Author(s): Przemyslaw Kazienko (Wroclaw University of Technology, Poland), Piotr Doskocz (Wroclaw University of Technology, Poland)and Tomasz Kajdanowicz (Wroclaw University of Technology, Poland)
Copyright: 2012
Pages: 13
Source title: E-Marketing: Concepts, Methodologies, Tools, and Applications
Source Author(s)/Editor(s): Information Resources Management Association (USA)
DOI: 10.4018/978-1-4666-1598-4.ch012

Keywords: Business & Management / Business Science Reference / Marketing / Marketing and Consumer Behavior

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Abstract

The chapter describes a method how to perform a classification task without any demographic features and based only on the social network data. The concept of such collective classification facilitates to identify potential customers by means of services used or products purchased by the current customers, i.e. classes they belong to as well as using social relationships between the known and potential customers. As a result, a personalized offer can be prepared for the new clients. This innovative marketing method can boost targeted marketing campaigns.

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