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.
|Title of host publication||ANZMAC 2012|
|Subtitle of host publication||conference proceedings : Sharing the cup of knowledge|
|Place of Publication||Adelaide|
|Number of pages||7|
|Publication status||Published - 2012|
|Event||Australian and New Zealand Marketing Academy Conference (2012) - Adelaide|
Duration: 3 Dec 2012 → 5 Dec 2012
|Conference||Australian and New Zealand Marketing Academy Conference (2012)|
|Period||3/12/12 → 5/12/12|
- word of mouth
- word of mouth marketing
- product seeding
- social network analysis
Groeger, L., & Buttle, F. (2012). Influencers and their circle of friends: enriching social network analysis with qualitative data. In ANZMAC 2012: conference proceedings : Sharing the cup of knowledge (pp. 1-7). Adelaide: ANZMAC2012 Conference.