文章基本信息

标题：Dissemination of Word of Mouth Based on SNA Centrality Modeling and Power of Actors - An Empirical Analysis of Internet Word of Mouth
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作者：Feixiang Zhang ; Liyong Zong
期刊名称：International Journal of Business Administration
印刷版ISSN：1923-4007
电子版ISSN：1923-4015
出版年度：2014
卷号：5
期号：5
页码：p65
语种：English
出版社：Sciedu Press
摘要：Combined with social network analysis (SNA), the actors’ dissemination net of word of mouth is analyzed, and the network of "concern" and "being concerned" is described. With index of centrality measure, three aspects of the actors in the word-of-mouth network are discussed in terms of the degree centrality, betweenness centrality, closeness centrality. The dimensions of the power of actors are divided, and the sample data of word-of-mouth spreading is analyzed with hierarchical clustering. Finally some conclusions and marketing implications are put forward.