Document Type
Conference Proceeding
Publication Date
Spring 2023
Abstract
With the advent of online social networks (OSN) and their ever-expanding reach, researchers seek to determine a social media user’s social influence (SI) proficiency. Despite its exploding application across multiple domains, the research confronts unprecedented practical challenges due to a lack of systematic examination of human behavior characteristics that impart social influence. This work aims to give a methodical overview by conducting a targeted literature analysis to appraise the accuracy and usefulness of past publications. The finding suggests that first, it is necessary to incorporate behavior analytics into statistical measurement models. Second, there is a severe imbalance between the abundance of theoretical research and the scarcity of empirical work to underpin the collective psychological theories to macro-level predictions. Thirdly, it is crucial to incorporate human sentiments and emotions into any measure of SI, particularly as OSN has endowed everyone with the intrinsic ability to influence others. The paper also suggests the merits of three primary research horizons for future considerations.
Recommended Citation
Chalakudi, S. N., Hussain, D., Bharathy, G., and Kolluru, M. (2023). Measuring social influence in online social networks - focus on human behavior analytics. Association of Marketing Theory and Practice Proceedings 2023. 9. https://digitalcommons.georgiasouthern.edu/amtp-proceedings_2023/9
