Finding influencers and consumer insights in the blogosphere

Naohiro Matsumura, Hikaru Yamamoto, Daisuke Tomozawa

研究成果: Conference contribution

15 被引用数 (Scopus)

抄録

In this paper, we attempt to specify the influencer and the influential terms in consumer package goods by using the influence diffusion model (IDM). IDM calculates the spread of a term in the blogosphere recursively, and evaluates the influence of terms, blog entries, and bloggers. The model was applied to the official data from a blog hosting service. The results of the model were compared with the term frequency (TF). Then, the influencers of the IDM were examined and compared with the results of other network indices such as number of links and trackbacks. The results indicate that IDM performs better in finding blogs posted by bloggers with product usage experience or with an interest in the product. A propagation network which visualizes the consumer-oriented key marketing elements is also presented. An empirical analysis suggests the validity of IDM for marketing decision marking.

本文言語English
ホスト出版物のタイトルICWSM 2008 - Proceedings of the 2nd International Conference on Weblogs and Social Media
ページ76-83
ページ数8
出版ステータスPublished - 2008 12 1
外部発表はい
イベント2nd International Conference on Weblogs and Social Media, ICWSM 2008 - Seattle, WA, United States
継続期間: 2008 3 302008 4 2

出版物シリーズ

名前ICWSM 2008 - Proceedings of the 2nd International Conference on Weblogs and Social Media

Other

Other2nd International Conference on Weblogs and Social Media, ICWSM 2008
国/地域United States
CitySeattle, WA
Period08/3/3008/4/2

ASJC Scopus subject areas

  • コンピュータ ネットワークおよび通信

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