Influencers and their circle of friends: enriching social network analysis with qualitative data

Lars Groeger, Francis Buttle

Research output: Chapter in Book/Report/Conference proceedingConference proceeding contributionpeer-review


When participants in Word-of-Mouth Marketing campaigns talk face-to-face to others about their customer experience they choose only some members of their social network. Previous research has shed light on the raw numbers of persons reached in WOMM campaigns but nothing is known about how those persons cluster. Are they family members? Work colleagues? Interest-group members? We present early results from a collaborative research project with a Product Seeding agency and a research plan based on Social Network Analysis that delivers answers into this question. Data about the word-of-mouth behaviours of ego and ego’s social network members are collected using a specially developed Facebook application. Communication patterns are then analysed using a clustering algorithm. Followup qualitative interviews yield insights into the coherence of the clusters, their size, structure and interconnectivity.
Original languageEnglish
Title of host publicationANZMAC 2012
Subtitle of host publicationconference proceedings : Sharing the cup of knowledge
Place of PublicationAdelaide
PublisherANZMAC2012 Conference
Number of pages7
Publication statusPublished - 2012
EventAustralian and New Zealand Marketing Academy Conference (2012) - Adelaide
Duration: 3 Dec 20125 Dec 2012


ConferenceAustralian and New Zealand Marketing Academy Conference (2012)


  • word of mouth
  • word of mouth marketing
  • product seeding
  • social network analysis
  • networks


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