The type of network structure to target varies depending on the stage of advertising objectives
Author:
Affiliation:
1. Otsuma Women’s University Faculty of Social Information Studies
Funder
Japan Society for the Promotion of Science
Publisher
Global Business Research Center
Link
https://www.jstage.jst.go.jp/article/abas/23/3/23_0240520a/_pdf
Reference6 articles.
1. Izumi, T. (2014). Network analysis: The application possibility in marketing research. Kodo Keiryogaku [The Japanese Journal of Behaviormetrics], 41(2), 103–112.
2. Kaz, E., & Lazarsfeld, P. F. (1955). Personal influence: The part played by people in the flow of mass communications. Glencoe, IL: Free Press.
3. Kuwashima, Y. (2016). Structural equivalence and cohesion can explain bandwagon and snob effect. Annals of Business Administrative Science, 15(1). 1–14. 10.7880/abas.0150816a
4. Kuwashima, Y. (2018). The strength of an opinion leader's supporters. Annals of Business Administrative Science, 17(6), 241–250. 10.7880/abas.0181009a
5. Watts, D. J., & Dodds, P. S. (2007). Influentials, networks, and public opinion formation. Journal of Consumer Research, 34(4), 441–458.
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