Using Social Media for Word-of-Mouth Marketing

Kumar, Nagendra and Chandarana, Yash and Anand, Konjengbam and Singh, Manish (2017) Using Social Media for Word-of-Mouth Marketing. In: Big Data Analytics and Knowledge Discovery. Springer Verlag, pp. 391-406. ISBN 978-331964282-6

Full text not available from this repository. (Request a copy)


Nowadays online social networks are used extensively for personal and commercial purposes. This widespread popularity makes them an ideal platform for advertisements. Social media can be used for both direct and word-of-mouth (WoM) marketing. Although WoM marketing is considered more effective and it requires less advertisement cost, it is currently being under-utilized. To do WoM marketing, we need to identify a set of people who can use their authoritative position in social network to promote a given product. In this paper, we show how to do WoM marketing in Facebook group, which is a question answer type of social network. We also present concept of reinforced WoM marketing, where multiple authorities can together promote a product to increase the effectiveness of marketing. We perform our experiments on Facebook group dataset consisting of 0.3 million messages and 10 million user reactions.

[error in script]
IITH Creators:
IITH CreatorsORCiD
Singh, Manish
Item Type: Book Section
Additional Information: 19th International Conference on Big Data Analytics and Knowledge Discovery, DaWaK 2017; Lyon; France; 28 August 2017 through 31 August 2017
Uncontrolled Keywords: Big data; Commerce; Data mining; Marketing
Subjects: Computer science > Big Data Analytics
Divisions: Department of Computer Science & Engineering
Depositing User: Team Library
Date Deposited: 11 Sep 2017 08:56
Last Modified: 11 Sep 2017 08:56
Publisher URL:
Related URLs:

Actions (login required)

View Item View Item
Statistics for RAIITH ePrint 3537 Statistics for this ePrint Item