Using Social Media for Word-of-Mouth Marketing

Kumar, Nagendra and Chandarana, Yash and Anand, Konjengbam and Singh, Manish (2017) Using Social Media for Word-of-Mouth Marketing. In: Big Data Analytics and Knowledge Discovery. Springer Verlag, pp. 391-406. ISBN 978-331964282-6

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Abstract

Nowadays online social networks are used extensively for personal and commercial purposes. This widespread popularity makes them an ideal platform for advertisements. Social media can be used for both direct and word-of-mouth (WoM) marketing. Although WoM marketing is considered more effective and it requires less advertisement cost, it is currently being under-utilized. To do WoM marketing, we need to identify a set of people who can use their authoritative position in social network to promote a given product. In this paper, we show how to do WoM marketing in Facebook group, which is a question answer type of social network. We also present concept of reinforced WoM marketing, where multiple authorities can together promote a product to increase the effectiveness of marketing. We perform our experiments on Facebook group dataset consisting of 0.3 million messages and 10 million user reactions.

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