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About the Relationship of Personal Networks and Individual Success


Bremer, L; Heitmann, M; Stahl, F; Ansari, A (2010). About the Relationship of Personal Networks and Individual Success. In: 39th EMAC Conference, Copenhagen, 1 June 2010 - 4 June 2010.

Abstract

The growth of online social networks has interested many marketing researchers. However, little research has compared multiple social networks and investigated the link between measures of network structure to commercial success. We make use of network information of online multimedia network platforms and analyze the network strategies of music artists for promoting music. Our analysis is based on 240 personal networks and relates well-established network measures to online success. Our results indicate that success is determined by the social network structure and networking activities rather than by outside popularity. The findings have implications for building successful networks for marketing purposes.

The growth of online social networks has interested many marketing researchers. However, little research has compared multiple social networks and investigated the link between measures of network structure to commercial success. We make use of network information of online multimedia network platforms and analyze the network strategies of music artists for promoting music. Our analysis is based on 240 personal networks and relates well-established network measures to online success. Our results indicate that success is determined by the social network structure and networking activities rather than by outside popularity. The findings have implications for building successful networks for marketing purposes.

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Additional indexing

Item Type:Conference or Workshop Item (Paper), refereed, original work
Communities & Collections:03 Faculty of Economics > Department of Business Administration
Dewey Decimal Classification:330 Economics
Uncontrolled Keywords:internet, social networking, egocentric networks, network measures
Language:English
Event End Date:4 June 2010
Deposited On:05 Jan 2011 17:10
Last Modified:05 Apr 2016 14:32
Free access at:Official URL. An embargo period may apply.
Official URL:http://www.emac2010.org
Related URLs: (Organisation)
Permanent URL: https://doi.org/10.5167/uzh-41307

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