Marketing academics and practitioners struggle to understand the impact of social structure and context on WOM flow. Understanding is fundamental, not just to the WOM industry worldwide, but for all Market Researchers to contribute in understanding the most important driver of purchase behaviour: personal recommendation. The presentation addresses these questions presenting the methodology and preliminary results of a world-first research study using a Facebook application and Social Network Analysis to track offline brand-based conversations across multiple generations. The feasibility and potential pitfalls of utilising a personal social network (Facebook) to conduct research is outlined.
|Title of host publication||Asia Pacific 2012|
|Subtitle of host publication||Asia kaleidoscope : conference papers|
|Editors||Deborah S. Fellows|
|Place of Publication||Amsterdam, The Netherlands|
|Number of pages||13|
|Publication status||Published - 2012|
|Event||ESOMAR Asia Pacific - Shanghai, China|
Duration: 15 Apr 2012 → 17 Apr 2012
|Conference||ESOMAR Asia Pacific|
|Period||15/04/12 → 17/04/12|
- data mining
Groeger, L., & Taylor, S. (2012). Making sense of conversations: using Facebook friendship networks and social network analysis to demystify word-of-mouth. In D. S. Fellows (Ed.), Asia Pacific 2012: Asia kaleidoscope : conference papers (pp. 140-152). Amsterdam, The Netherlands: ESOMAR.