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- Title
Identifying the new Influences in the Internet Era: Social Media and Social Network Analysis.
- Authors
del Fresno García, Miguel; Daly, Alan J.; Segado Sánchez-Cabezudo, Sagrario
- Abstract
Social media infl uencers (SMIs) can be defi ned as a new type of independent actor who are able to shape audience attitudes through the use of social media channels in competition and coexistence with professional media. Being able to accurately identify SMIs is critical no matter what is being transmitted in a social system. Social Network Analysis (SNA) has been recognized as a powerful tool for representing social network structures and information dissemination. SMIs can be identifi ed by their high-ranking position in a network as the most important or central nodes. The results reveal the existence of three different typologies of SMIs: disseminator, engager and leader. This methodology permits the optimization of resources to create effective online communication strategies.
- Subjects
ONLINE social networks; SOCIAL media; COMMUNICATION &; society; NETWORK analysis (Communication); MASS media; COMMUNICATION strategies
- Publication
Revista Española de Investigaciones Sociológicas, 2016, Issue 153, p23
- ISSN
0210-5233
- Publication type
Article
- DOI
10.5477/cis/reis.153.23