Selecting Core Target Users for Online Social Networking Marketing with Target Marketing: A Preliminary Report

This study proposes an approach to identify the core target group of users who will maximize the outcomes of online social network marketing (SNM) programs through a digitized Word-of-Mouth (WOM) marketing. We first compare methods based on topological measures such as random, inand out-degree measures to evaluate the influence of a certain user to other users within the social network. Then a set of hybrid measures of two topological measures are calibrated and compared by varying the values of weights of each measure. Finally, we test the impact of the size of core target group on the outcome of the SNM, and suggest an optimal size of initial core target group for maximum return of SNM program.