Snowball sampling consumer behaviour research to characterise the influence of market mavens on social networks

被引：0

作者：

Yoshida, Takashi ^{[1
]}

Gotoh, Tomohisa ^{[2
]}

Tomizawa, Nobuyuki ^{[2
]}

Ikeda, Ken'ichi ^{[3
]}

机构：

[1] Graduate School of Business Sciences, University of Tsukuba, Bunkyo-ku, Tokyo 112-0012

[2] Knowledge Discovery Research Laboratories, NEC Corporation, Nakahara-ku, Kawasaki, Kanagawa 211-8666

[3] Department of Social Psychology, University of Tokyo, Bunkyo-ku, Tokyo 113-0033

来源：

International Journal of Intelligent Systems Technologies and Applications | 2013年 / 12卷 / 3-4期

关键词：

Community structure; Degree correlation; Local diffusion; Market maven; Snowball sampling; Social network; Technology diffusion; Viral marketing; Word-of-mouth;

D O I：

10.1504/IJISTA.2013.056534

中图分类号：

学科分类号：

摘要：

Market maven is a type of consumers who spread their capricious knowledge widely. Although the existence of market mavens has been known, our research is the first to characterise their disposition and role on social networks. We carried out researches about consumer behaviour and social networks, applying snowball sampling technique, an ideal way to acquire samples of influential individuals. Market mavens were included more among influential respondents. In addition, by the analysis of social network structure, market mavens were found to be taking part in more groups of people and therefore act as a bridge between groups that spreads information from one to others. These results revealed the market mavens' influence in diffusion processes. Copyright © 2013 Inderscience Enterprises Ltd.

引用

页码：268 / 282

页数：14

共 16 条

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