Analyzing social influence through social media: a structured literature review

Remco Snijders, Remko Helms

Research output: Chapter in Book/Report/Conference proceedingConference Article in proceedingAcademicpeer-review

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Abstract

The emergence of social media enables billions of people to share their content and in doing so they influence others and are being influenced themselves. This virtual environment provides a new perspective for the current social influence theories. In this study, the state-of-the-art literature on social influence through social media is reviewed. We find that social influence metrics, influence maximization, mobilization, Word-Of-Mouth and Online Reputation Management are important trends in this field of research. Social influence is shown to have a big impact in social media, but the best way to measure, maximize and coordinate this influence is still to be found. Building on the analyzed literature, we present the Online Social Influence Model, which shows the steps that are necessary to manage social influence through social media. The current study can be valuable to both researchers and practitioners, by providing a starting point for further research and identifying opportunities to improve marketing practices.

Original languageEnglish
Title of host publicationProceedings of the 7th IADIS International Conference Information Systems 2014, IS 2014
EditorsMiguel Baptista Nunes, Luis Rodrigues, Philip Powell, Pedro Isaias
PublisherIADIS Press
Pages3-10
Number of pages8
ISBN (Electronic)9789898704047
Publication statusPublished - 2014
Event7th IADIS International Conference on Information Systems - Madrid, Spain
Duration: 28 Feb 20142 Mar 2014
Conference number: 7

Conference

Conference7th IADIS International Conference on Information Systems
Abbreviated titleIS 2014
Country/TerritorySpain
CityMadrid
Period28/02/142/03/14

Keywords

  • Influence maximization
  • Social influence
  • Social media
  • Word-of-mouth

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