Discovery of hidden connections in networks of recommendations using online social networks / Descoberta de conexões ocultas em redes de recomendações usando redes sociais online

AUTOR(ES)
FONTE

IBICT - Instituto Brasileiro de Informação em Ciência e Tecnologia

DATA DE PUBLICAÇÃO

08/09/2010

RESUMO

In the Internet age, companies are increasingly using electronic messages to perform viral marketing campaigns. That happens because, for decades, the human characteristic of attributing greater value to products purchased previously by friends or acquaintances than to those chosen by chance has been proven. However, measuring the efficiency of viral marketing campaigns is still an open issue. Just a limited amount of literature was written on the subject, making it difficult to point out what is the most used strategy by marketing professionals. Some works suggest the existence of invisible networks composed by hubs (well placed people who share the information), clusters (areas with high density of connections) and cluster connections. Such networks are the medium whereby recommendations spread, and the definition of such invisible relations is the key factor to understand the results of a campaign. Anchored on the prospect that the networks built by recommendation emails exert a great influence over a campaigns acceptance, and, by consequence, in a product sales, this dissertation analyzes the recommendation network from one of Latin America largest magazine publisher e-commerce site. In order to reveal the invisible social relations, users from that network were used as starting point to automatic information gathering from the most popular online social network in Brazil. Approximately 21 millions users and 80 millions connections between them were identified. Based on those relations, the recommendation network was expanded by adding new edges. The main contributions of this work are the characterization of users behavior in the recommendation network, the evidence of an overlap between users profiles in the recommendation and social networks and empirical identification of social relations that are invisible to marketing professionals at the starting point of their campaigns.

ASSUNTO(S)

redes sociais marketing viral redes de recomendações social networks outros viral marketing networks of recommendations

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