Dienstag, 13. Dezember 2016

Coursematerial for Social Media Communication (part 1 of 5): selected academic literature

For those who have chosen "Social Media Relations" as their elective course, here are four academic articles which nicely walk us through how the concept of word-of-mouth transfers into the online world, how sentiment matters and can be analysed in social media communication,   and how we can decide on which users are potentially more important than others.


The articles fulfill a dual purpose in the course of both improving your insights of social media communication as well as exposing you to such acacemic literature, whose aim is not merely the transfer of knowledge but the investigation into something that we do not yet fully understand. The latter objective is explicitly part of this course with a view towards the preparation of your bachelor thesis.

We will assign reading obligations in the first session of the seminar, so that everyone at least reads one of these articles and you summarize them in groups together for the whole seminar. If you want to read ahead start thinking about what are the main findings, what argumentation is offered to support these findings and what methods have been used to derive that argumentative support. How convincing do you find the argumentation?

Understanding Word of Mouth Marketing: Kozinets et al. (2010): Networked Narratives: Understanding Word-of-Mouth Marketing in Online Communities; Journal of Marketing, Vol. 74; p. 71-89

Sentiment Analysis: Schweidel et al (2012):  Social Media Intelligence – Measuring Brand Sentiment from Online Conversations; Marketing Science Institute Working Paper Series 2012, Report No. 12-100
Determining Influential Users: Trusov et al (2010): Determining Influential Users in Internet Social Networks, Journal of Marketing Research, Vol. 47 (4), 643-658.

Seeding Strategies: Hinz et al. (2011): Seeding Strategies for Viral Marketing – an Empirical Comparison; Journal of Marketing, Vol. 75; p. 55-71

I also include the link to an older presentation by Jan Schmidt, whose argumentation we will also discuss when talking about uses and gratifications of social media communication: Jan Schmidt (2008)

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