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Title:
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IMPROVE MARKET RESPONSE BY MEASURING GROUP INFLUENCE IN SOCIAL NETWORKS |
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Author(s):
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Mohammad Jeragh, Ghufran AlShiridah, Muhammad Hrishiah, Maha Zayoud |
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ISBN:
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978-972-8939-72-4 |
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Editors:
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Piet Kommers, Pedro Isaías and Nik Bessis |
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Year:
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2012 |
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Edition:
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Single |
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Keywords:
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Social Networks Analysis (SNA), Data Mining, Influence, Marketing, Propagation |
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Type:
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Full Paper |
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First Page:
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33 |
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Last Page:
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40 |
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Language:
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English |
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Cover:
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Full Contents:
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click to dowload 
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Paper Abstract:
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Social Networks (SN) have generated great expectations connected with their potential business value. The ability to create groups has been one of the features of interest for the users across those SN. Groups allow users to join them, be a fan, and a follower of them. Being a member in a group will influence the users behavior. The purpose of our research is to present that the adoption of a product may propagate through a social network and improve the marketing response. Therefore, we cluster datasets for twitter users to generate well-connected social network groups. Then we analyze the behavior of some of the major groups in responding to previously advertised products within their groups according to the group interests. We use data mining on historical data to measure the influence of these groups on each other. After that, we propose a business model that helps organizations to increase their segmentation by targeting the best group of customers. A validation for that model was done by validating the interest of the users using several techniques. The proposed model will guarantee the increase in organizations revenue and will improve the market response. |
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