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Network Structure, Network Flows And The Phenomenon Of Influence In Online Social Networks: An Exploratory Empirical Study Of Twitter Conversations About Youtube Product Categories, Nitin Venkat Mayande
Network Structure, Network Flows And The Phenomenon Of Influence In Online Social Networks: An Exploratory Empirical Study Of Twitter Conversations About Youtube Product Categories, Nitin Venkat Mayande
Dissertations and Theses
Traditional marketing models are swiftly being upended by the advent of online social networks. Yet, practicing firms that are engaging with online social networks neither have a reliable theory nor sufficient practical experience to make sense of the phenomenon. Extant theory in particular is based on observations of the real world, and may thus not apply to online social networks. Practicing firms may consequently be misallocating a large amount of resources, simply because they do not know how the online social networks with which they interact are organized.
The purpose of this dissertation is to investigate how online social networks …