Making sense of conversations: using Facebook friendship networks and social network analysis to demystify word-of-mouth

Lars Groeger; Scott Taylor

Making sense of conversations

using Facebook friendship networks and social network analysis to demystify word-of-mouth

Lars Groeger, Scott Taylor

Macquarie Graduate School of Management

Research output: Chapter in Book/Report/Conference proceeding › Conference proceeding contribution

Abstract

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.

Original language	English
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
Publisher	ESOMAR
Pages	140-152
Number of pages	13
ISBN (Print)	9283102584
Publication status	Published - 2012
Event	ESOMAR Asia Pacific - Shanghai, China Duration: 15 Apr 2012 → 17 Apr 2012

Conference

Conference	ESOMAR Asia Pacific
City	Shanghai, China
Period	15/04/12 → 17/04/12

Keywords

data mining

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Cite this

@inproceedings{7f1e50762b3142c8b5e2fd470afaec66,

title = "Making sense of conversations: using Facebook friendship networks and social network analysis to demystify word-of-mouth",

abstract = "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.",

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booktitle = "Asia Pacific 2012",

publisher = "ESOMAR",

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Making sense of conversations : using Facebook friendship networks and social network analysis to demystify word-of-mouth. / Groeger, Lars; Taylor, Scott.

Asia Pacific 2012: Asia kaleidoscope : conference papers. ed. / Deborah S. Fellows. Amsterdam, The Netherlands : ESOMAR, 2012. p. 140-152.

Research output: Chapter in Book/Report/Conference proceeding › Conference proceeding contribution

TY - GEN

T1 - Making sense of conversations

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AU - Taylor, Scott

PY - 2012

Y1 - 2012

N2 - 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.

AB - 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.

KW - data mining

M3 - Conference proceeding contribution

SN - 9283102584

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BT - Asia Pacific 2012

A2 - Fellows, Deborah S.

PB - ESOMAR

CY - Amsterdam, The Netherlands

ER -