Making sense of conversations

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

Lars Groeger, Scott Taylor

Research output: Chapter in Book/Report/Conference proceedingConference 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 languageEnglish
Title of host publicationAsia Pacific 2012
Subtitle of host publicationAsia kaleidoscope : conference papers
EditorsDeborah S. Fellows
Place of PublicationAmsterdam, The Netherlands
PublisherESOMAR
Pages140-152
Number of pages13
ISBN (Print)9283102584
Publication statusPublished - 2012
EventESOMAR Asia Pacific - Shanghai, China
Duration: 15 Apr 201217 Apr 2012

Conference

ConferenceESOMAR Asia Pacific
CityShanghai, China
Period15/04/1217/04/12

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Keywords

  • data mining

Cite this

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.