La influencia en redes sociales online bimodales a través del caso de tripadvisor
DOI:
https://doi.org/10.35305/iiata.v7i7.89Keywords:
Social network analysis, Digital marketing, Influencers, web-scraping, TripadvisorAbstract
This work proposes an application of social network analysis tools and programming tools for the exploitation of information from an online community, more specifically a bimodal social network. The steps followed in the process of extracting and processing the information from www.tripadvisor.com are detailed from a theoretical and practical approach. These steps include using web scraping, representing the information through graphs, applying a model to detect influential individuals previously proposed by the same research group and the application of quantitative analysis tools to the data obtained such as text mining, frequency and word clouds. The work addresses a contemporary marketing problem in the perspective of quantitative methods and social network theory, combining known techniques in a novel way. Its result is the discovery of valuable information not evident from other analysis methods.
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