Not logged in.
Quick Search - Contribution
Contribution Details
| Type | Conference Presentation |
| Scope | Discipline-based scholarship |
| Title | Building A Network for Success |
| Organization Unit | |
| Authors |
|
| Presentation Type | paper |
| Item Subtype | Original Work |
| Refereed | Yes |
| Status | Published in final form |
| Language |
|
| Publisher | INFORMS Society for Marketing Science |
| Event Title | INFORMS Marketing Science 2012 Conference |
| Event Type | conference |
| Event Location | Boston |
| Event Start Date | June 7 - 2012 |
| Event End Date | June 9 - 2012 |
| Abstract Text | The growth of online social networks and the decreasing effectiveness of traditional marketing have lead to a surge of interest in using such networks for marketing purposes. Actors embedded in such social networks are interested in understanding how to leverage the interactions and relationships among network members to increase their popularity and garner online success. In this paper we analyze how the network activities that an actor engages in influences the actor's egocentric positions within the network and how such activities in combination with these network positions eventually impact marketing success. In particular, we propose a dynamic framework and study short-term and long-term effects of networking activities on online success as well as on network positions. Our sample consists of a set of 440 music artists who actively operate profiles on multimedia online social network. Personal network information is tracked monthly over a period of one year. Our results indicate that online success is determined by both the social network structure and networking activities of the music artists rather than by unobserved factors like their outside popularity. Most importantly for marketing, acquiring new friends has a long-term impact on online success whereas communicating with friends and providing new content affect online success only in the short run. The findings of our study provide several insights into the use of personal online social networks for promoting products and services online. |
| Free access at | Official URL |
| Official URL | http://www.bu.edu/marketingscience2012/files/2012/04/MK-2012-Paper-Schedule2.pdf |
| Export |
BibTeX
|