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Evaluation of Data Warehouse Design Methodologies in the Context of Big Data Read chapter Read first chapter

2017 | OriginalPaper | Chapter

Using Social Media for Word-of-Mouth Marketing

Authors : Nagendra Kumar, Yash Chandarana, Konjengbam Anand, Manish Singh

Published in: Big Data Analytics and Knowledge Discovery

Publisher: Springer International Publishing

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Abstract

Nowadays online social networks are used extensively for personal and commercial purposes. This widespread popularity makes them an ideal platform for advertisements. Social media can be used for both direct and word-of-mouth (WoM) marketing. Although WoM marketing is considered more effective and it requires less advertisement cost, it is currently being under-utilized. To do WoM marketing, we need to identify a set of people who can use their authoritative position in social network to promote a given product. In this paper, we show how to do WoM marketing in Facebook group, which is a question answer type of social network. We also present concept of reinforced WoM marketing, where multiple authorities can together promote a product to increase the effectiveness of marketing. We perform our experiments on Facebook group dataset consisting of 0.3 million messages and 10 million user reactions.

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previous chapter Leveraging Hierarchy and Community Structure for Determining Influencers in Networks
next chapter Knowledge Discovery of Complex Data Using Gaussian Mixture Models
Footnotes
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Metadata
Title
Using Social Media for Word-of-Mouth Marketing
Authors
Nagendra Kumar
Yash Chandarana
Konjengbam Anand
Manish Singh
Copyright Year
2017
Book
Big Data Analytics and Knowledge Discovery

Print ISBN: 978-3-319-64282-6

Electronic ISBN: 978-3-319-64283-3

Copyright Year: 2017

DOI
https://doi.org/10.1007/978-3-319-64283-3_29

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