Document Type
Conference Proceeding
Publication Date
Spring 2024
Abstract
In our interconnected and ever-changing social landscape, influence is pivotal in molding individuals’ decisions, perspectives, and behaviors. Measuring Social Influence (SI) in Online Social Networks (OSNs) faces significant gaps, notably needing more integration with human behaviors. Our literature review has unveiled twelve psychological theories rooted in human behavior that are fundamental for assessing SI in OSNs. We have further elucidated how human behaviors interact in shaping the influence potential of social media users through exploratory interviews with experts from consulting, industry, and academia. Our study culminated in developing a novel framework designed to encompass the intricacies that not only nurture the dynamic content capabilities within social media but also consider the temporal dimension of the network and its longitudinal aspects to define cognitive metrics that signify SI in OSN. Following the tenets of systems thinking, we suggest embracing an iterative approach for implementing and enhancing the framework to measure this intricate phenomenon.
Recommended Citation
Chalakudi, S. N., Hussain, D., Bharathy, G., and Kolluru, D.M. (2024). Experts-driven design: A framework for measuring social influence in online social networks. The 2024 Association of Marketing Theory and Practice Proceedings, 40. https://digitalcommons.georgiasouthern.edu/amtp-proceedings_2024/40
Included in
Business Analytics Commons, Business Intelligence Commons, Marketing Commons, Other Social and Behavioral Sciences Commons, Technology and Innovation Commons
