Making sense of conversations : using Facebook friendship networks and social network analysis to demystify word-of-mouth | Macquarie University ResearchOnline

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Please use this identifier to cite or link to this item: http://hdl.handle.net/1959.14/171769

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Title: Making sense of conversations : using Facebook friendship networks and social network analysis to demystify word-of-mouth
Related: ESOMAR Asia Pacific (15 - 17 April 2012 : Shanghai, China)
Related: Fellows, Deborah S.. Asia Pacific 2012 : Asia kaleidoscope : conference papers, p.140-152
Related: http://www.esomar.org/web/research_papers/Data-Mining_2353_Making-Sense-of-Conversations.php
Publisher: Amsterdam, The Netherlands : ESOMAR
Date: 2012
Author/Creator: Groeger, Lars
Author/Creator: Taylor, Scott
Description: Marketing academics and practitioners struggle to understand the impact of social structure and context on WOM flow. Understanding is fundamental, not just to the WOM industry worldwide, but for all Market Researchers to contribute in understanding the most important driver of purchase behaviour: personal recommendation. The presentation addresses these questions presenting the methodology and preliminary results of a world-first research study using a Facebook application and Social Network Analysis to track offline brand-based conversations across multiple generations. The feasibility and potential pitfalls of utilising a personal social network (Facebook) to conduct research is outlined.
Description: 13 page(s)
Subject Keyword: data mining
Resource Type: conference paper
Organisation: Macquarie University. Macquarie Graduate School of Management

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