Customer Referral Management: Optimal Reward Programs
Marketing Science
Propagation of trust and distrust
Proceedings of the 13th international conference on World Wide Web
Computing and applying trust in web-based social networks
Computing and applying trust in web-based social networks
Propagation Models for Trust and Distrust in Social Networks
Information Systems Frontiers
Using Online Conversations to Study Word-of-Mouth Communication
Marketing Science
Identification of influencers - Measuring influence in customer networks
Decision Support Systems
The slashdot zoo: mining a social network with negative edges
Proceedings of the 18th international conference on World wide web
Community gravity: measuring bidirectional effects by trust and rating on online social networks
Proceedings of the 18th international conference on World wide web
New Product Diffusion with Influentials and Imitators
Marketing Science
Controversial users demand local trust metrics: an experimental study on Epinions.com community
AAAI'05 Proceedings of the 20th national conference on Artificial intelligence - Volume 1
The Power of Grassroots Influentials: The Optimal Heterophily between Sender and Receiver
CSE '09 Proceedings of the 2009 International Conference on Computational Science and Engineering - Volume 04
Trust relationship prediction using online product review data
Proceedings of the 1st ACM international workshop on Complex networks meet information & knowledge management
Electronic Commerce Research and Applications
Expert Systems with Applications: An International Journal
Hi-index | 12.05 |
This study evaluates the influence of opinion leaders on other users in a social network and investigates the impact of the sizes of opinion leaders on the outcome of social network marketing (SNM) campaigns when trust and distrust relationships among users are considered. In particular, we assume that SNM managers utilize one of three trust metrics (knowledge score (KS), matching coefficient (MC), and Jaccard coefficient (JC)) to reflect the strength of trust relationships among users as well as to determine the outcome of SNM campaigns in terms of connected (i.e., who are exposed to marketing campaigns) and activated users (i.e., who actually purchase a product). Our experimental results indicate that while all three simple topological metrics such as in- and out-degree and hybrid measures of in- and out-degree are very useful to identify opinion leaders, the outcome of SNM campaigns with MC trust metric is heavily affected by out-degree and the outcomes of SNM campaigns with KS and JC metrics are much more affected by in-degree. It is also noted that the total numbers of connected and activated users increase as the size of opinion leaders grows, but the net numbers of connected and activated users start to decrease after a certain size of opinion leaders. The greatest impact of distrust relationships is observed in SNM campaigns based on JC followed by MC and KS. Therefore, if SNM managers consider distrust relationships critical to estimate the success of SNM campaigns or they like to under-estimate rather than over-estimate the reach of SNM campaigns, JC trust metric is the most appropriate metric than any other metrics due to its sensitiveness to the distrust relationships among users.