Product Information Diffusion in a Social Network and Marketing Implications: A Case Study of Huawei Mobile Phone

Authors

Ling Zhang, School of Management, Wuhan University of Science and Technology, China; Center for Service Science and Engineering, Wuhan University of Science and Technology, China
Manman Luo, School of Management, Wuhan University of Science and Technology, China
Lijun Zhu, Center for Service Science and Engineering, Wuhan University of Science and Technology, China; Institute of Scientific and Technical Information of China，Beijing，China

Abstract

There is a need to consider how to spread marketing information into the largest area in a social network. In this paper, Tweets of Huawei Mate 9 were collected to analyze users’ information behavior such as tweeting, forwarding, and commenting on tweets. First, the network topology is described as topology structure diagram; second, the Independent Cascade Model (ICM) is used for simulating information propagation; and finally, the article discusses how to identify the influential nodes to maximize the spread of business marketing information. The findings show us how to choose the influential nodes in an enterprise’s marketing campaign conducted in a social network. The result shows that enterprises must pay attention to official nodes but also accident nodes. We suggest that the enterprise should pay more attention to the individuals who are characterized by their occupation, interests and are influential in a friend circle or interests-oriented circles.

Recommended Citation

Zhang, Ling; Luo, Manman; and Zhu, Lijun, "Product Information Diffusion in a Social Network and Marketing Implications: A Case Study of Huawei Mobile Phone" (2018). WHICEB 2018 Proceedings. 22.
https://aisel.aisnet.org/whiceb2018/22