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ISBN10: 6209029914
ISBN13: 9786209029912
Publisher: Wydawnictwo Nasza Wiedza
Published: Nov 11 2025
Pages: 84
Weight: 0.27
Height: 0.20 Width: 6.00 Depth: 9.00
Language: Polish
ISBN13: 9786209029912
Publisher: Wydawnictwo Nasza Wiedza
Published: Nov 11 2025
Pages: 84
Weight: 0.27
Height: 0.20 Width: 6.00 Depth: 9.00
Language: Polish
Celem tej książki jest zmierzenie wplywu strukturalnego (Influence) niektórych kluczowych użytkowników (Key Influencers) sieci spolecznościowej Twitter na rozpowszechnianie wpisów. Aby określic czynnik Influence, przeprowadzono eksploracyjną analizę czynnikową. Wykazala ona, które cechy badanej próby korelują z Influence, a tym samym z rozpowszechnianiem danego tematu. W wyniku tych badań opracowano metodę pomiaru, która mierzy wplyw użytkowników i identyfikuje kluczowe postacie w różnych tematach, m.in. z klasycznych mediów i Internetu. Czynnik wplywu (zgodnie z oczekiwaniami) byl silnie skorelowany z zasięgiem i liczbą odpowiedzi. Kluczową cechą identyfikacyjną kluczowych influencerów byl ich status ekspertów w danej dziedzinie. Zainteresowanie tym badaniem wynika z empirycznej weryfikacji starszych teorii pod kątem ich zastosowania w Web 2.0 oraz z ekonomicznego punktu widzenia - pomiaru i identyfikacji wplywowych kluczowych postaci, co stanowi ważne narzędzie marketingowe.
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