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Relative Superiority of Key Centrality Measures for Identifying Influencers on Social Media

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  • Yifeng Zhang

    (Department of Management Information Systems, University of Illinois at Springfield, Springfield, IL, USA)

  • Xiaoqing Li

    (Department of Management Information Systems, University of Illinois at Springfield, Springfield, IL, USA)

Abstract

Marketers have been increasingly turning to social media for marketing campaigns, including viral marketing. A key step in viral marketing is to identify influencers in order to maximize the reach of a marketing message. Existing research shows that centrality measures, such as degree and betweenness, are effective methods for influencer identification. However, viral marketing models used in different studies vary greatly, making it difficult to compare findings across the studies. In this paper, the authors built an agent-based framework of viral marketing that supports different experiment settings, such as different network structures and information diffusion modes, and used it to study relative superiority of various centrality measures. The results show that relative superiority of the measures are affected by some factors, but not as much by others. Practical implications of the results are discussed.

Suggested Citation

  • Yifeng Zhang & Xiaoqing Li, 2014. "Relative Superiority of Key Centrality Measures for Identifying Influencers on Social Media," International Journal of Intelligent Information Technologies (IJIIT), IGI Global, vol. 10(4), pages 1-23, October.
    • Handle: RePEc:igg:jiit00:v:10:y:2014:i:4:p:1-23
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    Cited by:

    1. Bilal Ahmad Ali Al-Khateeb & Fakher Moncef Jaoua & Elsayed Sobhy Ahmed Mohamed, 2023. "The Impact of Attitude Towards Online Shopping in Strengthening the Relationship Between Online Shopping Experience and E-Customer Engagement," International Journal of Customer Relationship Marketing and Management (IJCRMM), IGI Global, vol. 14(1), pages 1-25, January.

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