Dissemination of Word of Mouth Based on SNA Centrality Modeling and Power of Actors - An Empirical Analysis of Internet Word of Mouth

Feixiang Zhang and Liyong Zong

International Journal of Business Administration, 2014, vol. 5, issue 5, 65-70

Abstract: Combined with social network analysis (SNA), the actors¡¯ dissemination net of word of mouth is analyzed, and the network of "concern" and "being concerned" is described. With index of centrality measure, three aspects of the actors in the word-of-mouth network are discussed in terms of the degree centrality, betweenness centrality, closeness centrality. The dimensions of the power of actors are divided, and the sample data of word-of-mouth spreading is analyzed with hierarchical clustering. Finally some conclusions and marketing implications are put forward.

Keywords: SNA; centrality; word-of-mouth; power (search for similar items in EconPapers)
Date: 2014
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
http://www.sciedu.ca/journal/index.php/ijba/article/view/5495/3249 (application/pdf)
http://www.sciedu.ca/journal/index.php/ijba/article/view/5495 (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:jfr:ijba11:v:5:y:2014:i:5:p:65-70

Access Statistics for this article

International Journal of Business Administration is currently edited by Jenny Zhang

More articles in International Journal of Business Administration from International Journal of Business Administration, Sciedu Press
Bibliographic data for series maintained by Jenny Zhang ().