Association of Marketing Theory and Practice Proceedings 2020
 

Title

Investigating Brand Popularity and Implicit Brand Network Based on Online Social Network Data

Document Type

Conference Proceeding

Conference Track

Social Media/ Internet/ Mobile/ Direct Marketing

Publication Date

1-1-2020

Abstract

Online social networking sites such as Twitter and Facebook provide digital platforms for individuals to connect not only with friends, but also with brands. This rich network information provides marketers new opportunities to infer implicit brand networks. This study explores implicit brand networks using 3,000 musicians’ Twitter account information including more than 1 million mostly followed accounts by fans. We explore how musicians’ implicit network structures influence their online popularity. We find that network centrality and a brand’s niche width greatly impact a musician’s online popularity. These results have important implications for brand management in the Big Data environment.

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