Más allá del número de seguidoresMedición de la resonancia en redes sociales basada en interacciones directas

  1. García Ull, Francisco José
  2. Lamirán Palomares, José María
  3. Broseta Dupre, Bruno
Revista:
VISUAL REVIEW: International Visual Culture Review / Revista Internacional de Cultura Visual

ISSN: 2695-9631

Año de publicación: 2024

Título del ejemplar: Special issue: "Audiovisual content in the new era of screens and mobile devices"

Volumen: 16

Número: 3

Tipo: Artículo

DOI: 10.62161/REVVISUAL.V16.5260 DIALNET GOOGLE SCHOLAR lock_openAcceso abierto editor

Otras publicaciones en: VISUAL REVIEW: International Visual Culture Review / Revista Internacional de Cultura Visual

Resumen

In the context of the digital attention economy, the following analysis introduces SlimScore, a method for assessing the resonance of content on social networks, focusing on direct interactions. To test the effectiveness of the tool, a study is carried out focusing on the social network X, based on a sample of 345,000 messages from more than 17,000 nodes (profiles). Through a comparative analysis with the Ayzenberg Social Index metric, it is shown how this approach provides more accurate results in measuring the virality of messages on social networks.

Referencias bibliográficas

  • Ahuja, V. (2012). Market Influence Analytics in a Digital Ecosystem. International Journal of Online Marketing (IJOM), 2(4), 42-53. https://doi.org/10.4018/ijom.2012100103 DOI: https://doi.org/10.4018/ijom.2012100103
  • Allcott, H., & Gentzkow, M. (2017). Social media and fake news in the 2016 election. Journal of Economic Perspectives, 31(2), 211-236. https://doi.org/10.1257/jep.31.2.211 DOI: https://doi.org/10.1257/jep.31.2.211
  • Cha, M., Haddadi, H., Benevenuto, F., & Gummadi, P. K. (2010). Measuring user influence in Twitter: The million follower fallacy. In ICWSM. https://doi.org/10.1609/icwsm.v4i1.14033 DOI: https://doi.org/10.1609/icwsm.v4i1.14033
  • Chung, N., & Koo, C. (2015). The use of social media in travel information search. Telematics and Informatics, 32(2), 215-229. https://doi.org/10.1016/j.tele.2014.08.005 DOI: https://doi.org/10.1016/j.tele.2014.08.005
  • Cialdini, R. B. (2001). Influence: Science and practice (4th ed.). Allyn & Bacon.
  • Culnan, M. J., McHugh, P. J., & Zubillaga, J. I. (2010). How large U.S. companies can use Twitter and other social media to gain business value. MIS Quarterly Executive, 9(4), 243-259.
  • Dwyer, P. (2007). Measuring the value of electronic word of mouth and its impact in consumer communities. Journal of Interactive marketing, 21(2), 63-79. https://doi.org/10.1002/dir.20078 DOI: https://doi.org/10.1002/dir.20078
  • Ferrara, E., Varol, O., Davis, C., Menczer, F., & Flammini, A. (2016). The rise of social bots. Communications of the ACM, 59(7), 96-104. https://doi.org/10.1145/2818717 DOI: https://doi.org/10.1145/2818717
  • Flynn, D. J., Nyhan, B., & Reifler, J. (2017). The nature and origins of misperceptions: Understanding false and unsupported beliefs about politics. Political Psychology, 38(S1), 127-150. https://doi.org/10.1111/pops.12394 DOI: https://doi.org/10.1111/pops.12394
  • Gladwell, M. (2000). The tipping point: How little things can make a big difference. Little, Brown.
  • Granovetter, M. S. (1973). The strength of weak ties. American Journal of Sociology, 78(6), 1360-1380. https://www.jstor.org/stable/2776392 DOI: https://doi.org/10.1086/225469
  • Hennig-Thurau, T., Gwinner, K. P., Walsh, G., & Gremler, D. D. (2010). Electronic word-of-mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the internet? Journal of Interactive Marketing, 18(1), 38-52. https://doi.org/10.1002/dir.10073 DOI: https://doi.org/10.1002/dir.10073
  • Hoffman, D. L., & Fodor, M. (2010, October 1). Can You Measure the ROI of Your Social Media Marketing? MIT Sloan Management Review. https://sloanreview.mit.edu/article/can-you-measure-the-roi-of-your-social-media-marketing/
  • Jenkins, H., Ford, S., & Green, J. (2013). Spreadable media: Creating value and meaning in a networked culture. NYU Press. https://www.jstor.org/stable/j.ctt9qfk6w
  • Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of social media. Business Horizons, 53(1), 59-68. https://doi.org/10.1016/j.bushor.2009.09.003 DOI: https://doi.org/10.1016/j.bushor.2009.09.003
  • Katz, E., & Lazarsfeld, P. F. (1955). Personal influence: The part played by people in the flow of mass communications. Transaction Publishers. https://doi.org/10.1007/978-3-658-21742-6_67 DOI: https://doi.org/10.1007/978-3-658-21742-6_67
  • Lamirán, J. M. (2022). La influencia en redes sociales durante los eventos deportivos:" Los casos de Twitter en los Mundiales de Ciclismo en Pista de Londres (Reino Unido) 2016, y Apeldoorn (Países Bajos) 2018" (Doctoral dissertation, Universitat Politècnica de València). https://doi.org/10.4995/Thesis/10251/190811 DOI: https://doi.org/10.4995/Thesis/10251/190811
  • Lazer, D., Baum, M. A., Benkler, Y., Berinsky, A. J., Greenhill, K. M., Menczer, F., ... & Zittrain, J. L. (2018). The science of fake news. Science, 359(6380), 1094-1096. https://doi.org/10.1126/science.aao2998 DOI: https://doi.org/10.1126/science.aao2998
  • Lovett, M. J., & Staelin, R. (2016). The role of paid, earned, and owned media in building entertainment brands: Reminding, informing, and enhancing enjoyment. Marketing Science, 35(1), 142-157. https://doi.org/10.1287/mksc.2015.0961 DOI: https://doi.org/10.1287/mksc.2015.0961
  • Manthiou, A., Rokka, J., Godey, B., & Tang, L. (2016). How social media marketing efforts influence brand equity creation and its consequences: the case of luxury brands. In Let’s Get Engaged! Crossing the Threshold of Marketing’s Engagement Era: Proceedings of the 2014 Academy of Marketing Science (AMS) Annual Conference (pp. 561-561). Springer International Publishing. https://doi.org/10.1007/978-3-319-11815-4_169 DOI: https://doi.org/10.1007/978-3-319-11815-4_169
  • McQuail, D. (2010). McQuail's mass communication theory (6th ed.). SAGE Publications.
  • Milner, R. M. (2013). FCJ-156 Hacking the social: Internet memes, identity antagonism, and the logic of lulz. The Fibreculture Journal, 22(22), 62-92.
  • Pariser, E. (2011). The filter bubble: What the Internet is hiding from you. Penguin UK. DOI: https://doi.org/10.3139/9783446431164
  • Petty, R. E., & Cacioppo, J. T. (1986). The elaboration likelihood model of persuasion. In L. Berkowitz (Ed.), Advances in experimental social psychology (Vol. 19, pp. 123–205). Academic Press. https://doi.org/10.1016/S0065-2601(08)60214-2 DOI: https://doi.org/10.1016/S0065-2601(08)60214-2
  • Rogers, E. M. (2003). Diffusion of innovations (5th ed.). Free Press.
  • Slater, M. D. (2007). Reinforcing spirals: The mutual influence of media selectivity and media effects and their impact on individual behavior and social identity. Communication Theory, 17(3), 281-303. https://doi.org/10.1111/j.1468-2885.2007.00296.x DOI: https://doi.org/10.1111/j.1468-2885.2007.00296.x
  • Sunstein, C. R. (2017). #Republic: Divided democracy in the age of social media. Princeton University Press. DOI: https://doi.org/10.1515/9781400884711
  • Tufekci, Z. (2017). Twitter and tear gas: The power and fragility of networked protest. Yale University Press.
  • Woolley, S. C., & Howard, P. N. (2018). Computational propaganda: Political parties, politicians, and political manipulation on social media. Oxford University Press. https://doi.org/10.1093/oso/9780190931407.001.0001 DOI: https://doi.org/10.1093/oso/9780190931407.001.0001
Fuente de los datos: Dialnet