Ponencia
Identification of Influencers in eWord-of-Mouth communities using their Online Participation Features Online Participation Features
Autor/es | Olmedilla Fernández, María
Arenas Márquez, Francisco José Martínez Torres, María del Rocío Toral, S. L. |
Departamento | Universidad de Sevilla. Departamento de Ingeniería Electrónica Universidad de Sevilla. Departamento de Administración de Empresas y Comercialización e Investigación de Mercados(Marketing) |
Fecha de publicación | 2016 |
Fecha de depósito | 2020-04-24 |
Publicado en |
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ISBN/ISSN | 978-84-9048-462-3 |
Resumen | The identification of influencers in any type of online social network is of
paramount importance, as they can significantly affect consumers’
purchasing decisions. This paper proposes the utilization of a self-designed
web ... The identification of influencers in any type of online social network is of paramount importance, as they can significantly affect consumers’ purchasing decisions. This paper proposes the utilization of a self-designed web scraper to extract meaningful information for the identification of influencers and the analysis of how this new set of variables can be used to predict them. The experimental results from the Ciao UK website will be used to illustrate the proposed approach and to provide new insights in the identification of influencers. Obtained results show the importance of the trust network, but considering the intensity and the quality of both trustors and trustees. |
Cita | Olmedilla Fernández, M., Arenas Márquez, F.J., Martínez Torres, M.d.R. y Toral, S.L. (2016). Identification of Influencers in eWord-of-Mouth communities using their Online Participation Features Online Participation Features. En First International Conference on Advanced Research Methods and Analytics, CARMA (38-45), Valencia: Editorial Universitat Politècnica de València. |
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