ECIS 2020 Research Papers

Abstract

The importance of social media networks has been increasing in both private and business contexts over the last decade. Companies have recognised the potential of online as well as enterprise social networks. Whether a company can benefit from the usage of social media networks depends on the respective users. Especially the influential user type is able to mobilise and propagate information and marketing messages across the network and is therefore in the centre of attention. In current research literature, different groups of influential users can be identified, but they are not characterised and defined consistently. We approach this research gap and perform a literature review to provide a structured overview of the different influential user types. To this end, we elaborate a morphological box, an artefact that serves as an overview of the multiplicity of the characteristics of influential users and as a starting point for structuring the different characteristics of influential users.

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