کد مقاله | کد نشریه | سال انتشار | مقاله انگلیسی | نسخه تمام متن |
---|---|---|---|---|
886148 | 912990 | 2007 | 17 صفحه PDF | دانلود رایگان |

Marketing practitioners have recognized a need to measure customer-generated media in addition to the traditional marketing metrics. Message boards, chat rooms, blogs, and virtual brand communities have become important venues for customer-generated media.These communities can be modeled as two distinct, albeit connected, networks: social and informational. These networks change over time under the influence of online word of mouth. This study introduces adapted PageRank (APR), a new metric for measuring the value a community assigns each word-of-mouth instance and the value the community assigns to the members that create them. That metric is used to empirically support a model explaining how highly-valued information builds the social network. These communities are egalitarian in assigning value to informational content, without regard to the status of its source, and highly-valued content explains 10% of social network growth.
Journal: Journal of Interactive Marketing - Volume 21, Issue 2, 2007, Pages 63-79