Abstract

SANCHEZ, MARISA ANALÍA. IDENTIFICATION OF INFLUENTIAL USERS IN FACEBOOK. Dimens.empres. [online]. 2018, vol.16, n.2, pp.7-20. ISSN 1692-8563.  https://doi.org/10.15665/rde.v16i2.865.

Social networks are a mode of internet users to communicate and share information. From the area of marketing there is an interest in identifying individuals who may have influence to promote products or services. The purpose of this research work is to present a method on how to identify influential users of Facebook Fan Page. The proposal is based on the works of Khobzi y Teimourpour (2015) and Weng y Lento (2014) and takes into account pragmatic issues derived from data Access restrictions. A real case is described. The results allow identifying user segments and the interest of different topics. This research is relevant to Fan Page managers and to the marketing area of organisations with social media presence.

Keywords : Social networks; Facebook; influential users.

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