Business Intelligence and Knowledge Management


This study proposes an approach to identify the core target group of users who will maximize the outcomes of online socialnetwork marketing (SNM) programs through a digitized Word-of-Mouth (WOM) marketing. We first compare methodsbased on topological measures such as random, in- and out-degree measures to evaluate the influence of a certain user toother users within the social network. Then a set of hybrid measures of two topological measures are calibrated and comparedby varying the values of weights of each measure. Finally, we test the impact of the size of core target group on the outcomeof the SNM, and suggest an optimal size of initial core target group for maximum return of SNM program.