Article Dans Une Revue Journal of Applied Marketing Theory Année : 2024

Measuring Social Influence in Online Social Networks -Focused Literature Review on Human Behaviors

Shyamala N Chalakudi
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Gnana Bharathy
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  • PersonId : 1485174
Dildar Hussain
  • Fonction : Auteur
  • PersonId : 1485175
Venkata Dakshinamurthy Kolluru
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Résumé

The prominence of social influence (SI) in online social networks (OSNs) has grown exponentially, impacting diverse sectors such as marketing, political campaigns, public health, and societal culture. As OSNs continue to shape behaviors and interactions on a global scale, the need for a comprehensive understanding of SI and associated measures becomes critical. While existing measures primarily focus on network structures or graphical theories, behavioral investigations remain narrowly scoped. This study addresses this gap through an extensive focused literature review, analyzing 88 academic studies that provide deeper insights into human behaviors. From this analysis, twelve key human behavioral factors essential to understanding and measuring SI were identified, grounded in established sociological and psychological theories. The study further highlights challenges in current methodologies and proposes directions for future empirical validation. By adopting a behavioral perspective, this research offers actionable insights for academics and industries seeking to leverage SI, paving the way for more nuanced and effective measurement models in OSNs.
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Dates et versions

hal-04869391 , version 1 (07-01-2025)

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Shyamala N Chalakudi, Gnana Bharathy, Dildar Hussain, Venkata Dakshinamurthy Kolluru. Measuring Social Influence in Online Social Networks -Focused Literature Review on Human Behaviors. Journal of Applied Marketing Theory, 2024, Vol. 11 No. 2 (2024), ⟨10.20429/jamt.2024.110207⟩. ⟨hal-04869391⟩
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