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Article: Influencing the influencers: a theory of strategic diffusion.
- Article from:
- RAND Journal of Economics
- Article date:
- September 22, 2009
- Author:
CopyrightCOPYRIGHT 2009 RAND, Journal of Economics. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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The growth of the Internet and assorted technologies has made it possible to collect and process detailed information on social networks. This article investigates how firms (and governments) can harness the power of social networks to promote their goals. We show that the optimal use of social networks leads to higher sales and greater profits. However, an increase in the level and dispersion of social interaction can increase or decrease the optimal influence strategy and profits of the player, depending on the content of the interaction. Optimal influence strategies will target individuals with low or high connections, depending on the content of interaction. Finally, ...
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Article: Lost in translation: new media / old school lesson.(Editorial)
American Journal of Business;
September 22, 2009 ;
700+ words
... ... related to the third-person effect in social networks. Their findings will interest marketers wanting to exploit online social networks to generate positive word-of-mouth communication. We hope that these fresh viewpoints ...
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