社会性网络01Identification of influencers Measuring influence in customer networks.pdfVIP

ARTICLE IN PRESS DECSUP-11510; No of Pages 21 Decision Support Systems xxx (2008) xxx–xxx Contents lists available at ScienceDirect Decision Support Systems jour nal homepage : www.elsevier. com/ locate/dss Identification of influencers — Measuring influence in customer networks Christine Kiss, Martin Bichler ⁎ Internet-based Information Systems, Department of Informatics, TU München, Germany a r t i c l e i n f o a b s t r a c t Article history: Viral marketing refers to marketing techniques that use social networks to produce increases in Received 3 February 2007 brand awareness through self-replicating viral diffusion of messages, analogous to the spread of Received in revised form 4 June 2008 pathological and computer viruses. The idea has successfully been used by marketers to reach a Accepted 22 June 2008 large number of customers rapidly. If data about the customer network is available, centrality Available online xxxx measures provide a structural measure that can be used in decision support systems to select influencers and spread viral marketing campaigns in a customer network. Usage stimulation Keywords: Customer relationship management and churn management are examples of DSS applications, where centrality of customers does Viral marketing play a role. The literature on network theory describes a large number of such centrality Centrali