Seeded word-of-mouth marketing strategy: mapping and analysis of a network of political supporters
Objective: To analyze how a structure-based seeding strategy can improve word-of-mouth marketing efficiency in proportional elections. Methodology: This study is quantitative and qualitative. In the quantitative phase, an egocentric social network analysis (SNA) of a candidate was conducted. Using B...
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| Publicado en: | Revista Brasileira de Marketing |
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| Autores principales: | , , |
| Formato: | Artigo |
| Lenguaje: | Inglês |
| Publicado: |
Universidade Nove de Julho
2019
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| Materias: | |
| Acceso en línea: | https://www.redalyc.org/articulo.oa?id=471767357009 https://www.redalyc.org/journal/4717/471767357009/ https://www.redalyc.org/journal/4717/471767357009/html/ https://www.redalyc.org/journal/4717/471767357009/471767357009.epub https://www.redalyc.org/journal/4717/471767357009/movil |
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