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26-29 May 2015
Europe/Berlin timezone
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07-07 - Social Media Research and Analytic


Location: Fürstenberghaus
Address: Domplatz 20-22 48143 Münster Germany
Room: F2
Date: 29 May 11:00 - 12:30


The rise of new media channels (such as the Internet, mobile devices, and social networking sites) has created opportunities as well as challenges to individuals, organizations, and the society at large. Individuals use and engage with social media for diverse purposes such as co-creation, entertainment, mentoring, networking, friendship, career advancement, learning, collective action and civic engagement. Organizations also experiment with various social platforms to improve performance through crowdsourcing, online collaboration and communication, online communities, mobile computing and social media services. These challenges and changes give rise to novel and important research questions, which attract a strong interest among scholars. A wide range of research methods, such as qualitative and quantitative approaches, social network analysis, data mining, sentiment analysis or design research have been applied to explore and explain social media related phenomena. Further, social media facilitate users to create, cooperate, and share content. Through capturing social media data and applying novel methods such as decision making models, design frameworks, group behavior elicitation (e.g. herding effects), and opinion/sentiment mining, business intelligence and actionable decision making can be obtained. The major aim of this track is to provide a forum for the exchange of research ideas related to social media. It also aims to raise awareness in terms of the latest development in social technologies, to address the opportunities and challenges associated with the use of social media by individuals, organizations, and the contemporary society. This track is open to all types of research, conceptual or empirical.


  • Session 7
    • Stieglitz, Stefan (University of Duisburg-Essen)

Timetable | Contribution List

Displaying 3 contributions out of 3
Type: Complete Research Paper Session: 07-07 - Social Media Research and Analytic
Track: 07 - Social Media Research Analytics
With the rapid growth of online social network sites (SNS), it has become imperative to investi-gate what drives content production on these platforms. We posit that the content producing behavior of users is influenced not just by their personal attributes like age and gender, but also by their social network structure. However, it is empirically challenging to estimate network structure and beha ... More
Presented by Prasanta BHATTACHARYA on 29/5/2015 at 9:00
Type: Complete Research Paper Session: 07-07 - Social Media Research and Analytic
Track: 07 - Social Media Research Analytics
Viral marketing can become an effective marketing technique in social networks. Initiating from a set of influential seed users, it can activate a "chain-reaction" driven by word-of-mouth. The effectiveness of viral marketing lies in the fact that it conveys an implied endorsement from social ties. However, not all viral marketing campaign become successful - some stop even before the number of ac ... More
Presented by Anastasia MOCHALOVA on 29/5/2015 at 9:30
Type: Complete Research Paper Session: 07-07 - Social Media Research and Analytic
Track: 07 - Social Media Research Analytics
Many companies have realized the immense potential of Social Media (SM) insights and have started to use concepts of Social Media Analytics (SMA) to reveal them. However, despite the importance of SMA, executives frequently hand off the topic to IT departments, instead of being actively involved in the business alignment of SMA. While existing SMA literature frequently identifies this need, it onl ... More
Presented by Dominikus KLEINDIENST, Manfred SCHOCH on 29/5/2015 at 10:00
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