Key Influencers in Virtual Community
Influencers exist in various forms of virtual communities. They have a symbiotic relationship with these communities: to expand users and to keep the community survival. And the existence of influencers provides a chance to enforce effective virtualcommunity marketing. In this article, a complete analysis of the influencers is stated, hoping to arouse enough attention of their great effect on products diffusion. Furthermore, their influence patterns on overall market are analyzed one by one. We conclude that Cascade Model is preferable to describe the flow of influence under this circumstance. The research is rewarding for virtualcommunity-based marketing.
influencer influence pattern online marketing virtual community
ZHANG Xi YANG Xuecheng ZHANG Xiaohang
School of Economics and Management, Beijing University of Posts and Telecommunications, P.R.China, 100876
国际会议
天津
英文
270-276
2009-12-12（万方平台首次上网日期，不代表论文的发表时间）