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2020 | OriginalPaper | Buchkapitel

A Tale of Two Social Influencers: A New Method for the Evaluation of Social Marketing

verfasst von : María Teresa Ballestar, Jorge Sainz

Erschienen in: Advances in Digital Marketing and eCommerce

Verlag: Springer International Publishing

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Abstract

Political marketing strategies based on social network influencers are becoming increasingly relevant to set political agendas. We develop one of the first methods that will help us to understand the mechanism of transmission of information. We analyze the sentiment of the messages, then find and study how these messages spread over the social network of social influencers. We apply the method to one of the currently hottest topics, climate change, and to two of the most powerful social influencers, Greta Thunberg and Bill Gates, analyzing how they apply their communication strategies to reach their goals.

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Vorheriges Kapitel The Drivers of Video Popularity on YouTube: An Empirical Investigation

Nächstes Kapitel Unanticipated Consequences of Interactive Marketing: Systematic Literature Review and Directions for Future Research

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Titel: A Tale of Two Social Influencers: A New Method for the Evaluation of Social Marketing
verfasst von: María Teresa Ballestar
Jorge Sainz
Verlag: Springer International Publishing
Buch: Advances in Digital Marketing and eCommerce
Print ISBN: 978-3-030-47594-9

Electronic ISBN: 978-3-030-47595-6

Copyright-Jahr: 2020
DOI: https://doi.org/10.1007/978-3-030-47595-6_11

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