The advertising efforts in social networks grow every year. Since their appearance in the late 1990s Social Network Web Sites were considered as a uniform group. The only differentiation factors were the number of users and the amount of traffic passed through the site. This paper classifies the...

The dynamics of information dissemination in social networks is of paramount importance in processes such as rumors or fads propagation, spread of product innovations or "word-of-mouth" communications. Due to the difficulty in tracking a specific information when it is transmitted by people,...

A major challenge in many word-of-mouth marketing campaigns is the cost-effective identification of opinion leaders, consumers who exert disproportionate influence on the purchase decisions of other consumers. However, empirical studies agree on few consumer characteristics that are strong...

The main aim was to determine the level of satisfaction of users of Facebook, Twitter, and Instagram by comparing the concept of a “virtual social network” with the perception of use by the users from the subjective evaluation of five features. An empirical study was realized with users of...

I estimate how increased similarity with one’s friends in a social network member leads one to engage further with the social network. Participation is modeled based on user utility derived both from participating in events close to their preferred “location” and from their friends’...

The purpose of this study was to determine the motives, the brakes and the ways of using Social Networking Sites (SNS) based on dimensional models that describe national cultural values explaining and predicting behavior. The study used a qualitative method, we conducted face-to-face in-depth...

As a result of digital technology revolution and massive growth of smart phone usage, over 66% of world’s population (4.92 billion) is using mobile phones and over half of them are using social media. Mobile social networking (MSN) becomes one of the key communication tool, new trend,...

Social networking has now become an integral part of lives of modern citizens of India. There will hardly be any one who is not aware about at least one social networking site or app, whether he uses that or not. This covers school students also. It has been common now for households to have a...

The availability of high speed internet services and smart phones in India has made it very easy for people to access information online and use different features of internet handily. Along with youth of the country, the elderly and the young have also been targeted by many advertisements of...