Inhaltszusammenfassung

Due to the omnipresence of information technology and the increasing popularity of online social networks (OSN), communication behavior has changed. While companies benefit from, i.e., viral marketing campaigns, they are challenged by negative phenomena, like Twitterstorms (shitstorms). Using existing empirical approaches and theories for analyzing the dynamics of social media communication processes and for predicting the success of a campaign is challenging as the circumstances and the acce...Due to the omnipresence of information technology and the increasing popularity of online social networks (OSN), communication behavior has changed. While companies benefit from, i.e., viral marketing campaigns, they are challenged by negative phenomena, like Twitterstorms (shitstorms). Using existing empirical approaches and theories for analyzing the dynamics of social media communication processes and for predicting the success of a campaign is challenging as the circumstances and the access to communication processes have changed. Agent-based social simulation (ABSS) provides approaches to overcome existing restrictions, e.g., privacy settings, and to develop a framework for the dynamic analysis of communication processes, e.g., for evaluating or testing OSN marketing strategies. This requires both a valid simulation model and a set of real world data serving as input for the model. In this paper, a procedure model for the creation of a simulation model is developed and the steps are demonstrated by examples.» weiterlesen» einklappen

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Klassifikation

DDC Sachgruppe:
Sozialwissenschaften, Soziologie