Dissemination of Word of Mouth Based on SNA Centrality Modeling and Power of Actors - An Empirical Analysis of Internet Word of Mouth

Abstract

Combined with social network analysis (SNA), the actors’ dissemination net of word of mouth is analyzed, and the network of "concern" and "being concerned" is described. With index of centrality measure, three aspects of the actors in the word-of-mouth network are discussed in terms of the degree centrality, betweenness centrality, closeness centrality. The dimensions of the power of actors are divided, and the sample data of word-of-mouth spreading is analyzed with hierarchical clustering. Finally some conclusions and marketing implications are put forward.