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Building a Social Network for Success

Building a Social Network for Success

 Ansari, Asim.
 2018.
 p. 321-338. English
Information technologyCấu trúc mạng.Egocentric networks.Mạng egocentric.Network structure.Online success.Social networking.Thành công trực tuyến.+ 1 từ khóa
Tác giả CN Ansari, Asim.
Nhan đề Building a Social Network for Success / Asim Ansari, Florian Stahl, Mark Heitmann, and Lucas Bremer.
Thông tin xuất bản 2018.
Mô tả vật lý p. 321-338.
Tóm tắt This article proposes a framework for studying how a brand, firm, or individual can use networking activities to manage a social network and drive its success. Using data from ego networks of music artists, the article models how artists can enhance their social networking presence and stimulate relationships between fans to achieve long-term benefits in terms of music plays. The authors use a Bayesian modeling framework to model the heterogeneous and dynamic impact of networking activities on network structure and on music popularity, while relying on instrumental variables from another independent online social network to handle potential endogeneity. The results imply that artists can shape network structure via marketing activities and thereby achieve a long-term impact on success that far exceeds the direct and short-term impact in magnitude. Specifically, improving the density of ego networks enables long-term effects beyond those that stem from growth in network size.
Thuật ngữ chủ đề Information technology-Networking.
Từ khóa tự do Cấu trúc mạng.
Từ khóa tự do Egocentric networks.
Từ khóa tự do Mạng egocentric.
Từ khóa tự do Network structure.
Từ khóa tự do Online success.
Từ khóa tự do Social networking.
Từ khóa tự do Thành công trực tuyến.
Từ khóa tự do Mạng xã hội.
Nguồn trích Journal of Marketing Research- June 2018, Vol. 55, No. 3,
MARC
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245[1 0] |a Building a Social Network for Success / |c Asim Ansari, Florian Stahl, Mark Heitmann, and Lucas Bremer.
260[ ] |c 2018.
300[1 0] |a p. 321-338.
520[ ] |a This article proposes a framework for studying how a brand, firm, or individual can use networking activities to manage a social network and drive its success. Using data from ego networks of music artists, the article models how artists can enhance their social networking presence and stimulate relationships between fans to achieve long-term benefits in terms of music plays. The authors use a Bayesian modeling framework to model the heterogeneous and dynamic impact of networking activities on network structure and on music popularity, while relying on instrumental variables from another independent online social network to handle potential endogeneity. The results imply that artists can shape network structure via marketing activities and thereby achieve a long-term impact on success that far exceeds the direct and short-term impact in magnitude. Specifically, improving the density of ego networks enables long-term effects beyond those that stem from growth in network size.
650[1 0] |a Information technology |x Networking.
653[0 ] |a Cấu trúc mạng.
653[0 ] |a Egocentric networks.
653[0 ] |a Mạng egocentric.
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653[0 ] |a Online success.
653[0 ] |a Social networking.
653[0 ] |a Thành công trực tuyến.
653[0 ] |a Mạng xã hội.
773[0 ] |t Journal of Marketing Research |g June 2018, Vol. 55, No. 3,
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