Measuring Social Influence in Online Social Networks - Focused Literature Review on Human Behaviors
Measuring an individual's social influence (SI) capability is gaining traction with the rapid growth and expansive reach of online social networks (OSN). However, most existing frameworks and methods are confined to graphical theories or the structural properties of these networks. Even behavio...
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| Format: | Article |
| Language: | English |
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Georgia Southern University
2024-01-01
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| Series: | Journal of Applied Marketing Theory |
| Subjects: | |
| Online Access: | https://digitalcommons.georgiasouthern.edu/jamt/vol11/iss2/7/ |
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| _version_ | 1841554289859756032 |
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| author | Shyamala N. Chalakudi Gnana Bharathy Dildar Hussain DakshinaMurthy Kolluru |
| author_facet | Shyamala N. Chalakudi Gnana Bharathy Dildar Hussain DakshinaMurthy Kolluru |
| author_sort | Shyamala N. Chalakudi |
| collection | DOAJ |
| description | Measuring an individual's social influence (SI) capability is gaining traction with the rapid growth and expansive reach of online social networks (OSN). However, most existing frameworks and methods are confined to graphical theories or the structural properties of these networks. Even behavioral investigations are often limited to a narrow set of influencing behaviors and confront significant challenges in encompassing the breadth of human psychological characteristics. This study aims to address this gap through an exhaustive and focused literature review, concentrating on the definitions of human behavior characteristics rooted in established sociology and psychology theories. Beyond providing a comprehensive overview, the study identifies twelve key human characteristics essential for measuring SI, craftily grouped into quadrants for practical implementations. Additionally, the research discusses the limitations of current approaches and proposes new primary research avenues for future exploration. |
| format | Article |
| id | doaj-art-da883f7d959b4aa999f9b6e5e337b028 |
| institution | Kabale University |
| issn | 2151-3236 |
| language | English |
| publishDate | 2024-01-01 |
| publisher | Georgia Southern University |
| record_format | Article |
| series | Journal of Applied Marketing Theory |
| spelling | doaj-art-da883f7d959b4aa999f9b6e5e337b0282025-01-08T16:23:50ZengGeorgia Southern UniversityJournal of Applied Marketing Theory2151-32362024-01-0111211115610.20429/jamt.2024.110207Measuring Social Influence in Online Social Networks - Focused Literature Review on Human BehaviorsShyamala N. ChalakudiGnana BharathyDildar HussainDakshinaMurthy KolluruMeasuring an individual's social influence (SI) capability is gaining traction with the rapid growth and expansive reach of online social networks (OSN). However, most existing frameworks and methods are confined to graphical theories or the structural properties of these networks. Even behavioral investigations are often limited to a narrow set of influencing behaviors and confront significant challenges in encompassing the breadth of human psychological characteristics. This study aims to address this gap through an exhaustive and focused literature review, concentrating on the definitions of human behavior characteristics rooted in established sociology and psychology theories. Beyond providing a comprehensive overview, the study identifies twelve key human characteristics essential for measuring SI, craftily grouped into quadrants for practical implementations. Additionally, the research discusses the limitations of current approaches and proposes new primary research avenues for future exploration.https://digitalcommons.georgiasouthern.edu/jamt/vol11/iss2/7/social influence theoriessocial influence measurementssocial influence behavioral theoriesliterature reviewsocial influence modelsonline social networkshuman behavior theories |
| spellingShingle | Shyamala N. Chalakudi Gnana Bharathy Dildar Hussain DakshinaMurthy Kolluru Measuring Social Influence in Online Social Networks - Focused Literature Review on Human Behaviors Journal of Applied Marketing Theory social influence theories social influence measurements social influence behavioral theories literature review social influence models online social networks human behavior theories |
| title | Measuring Social Influence in Online Social Networks - Focused Literature Review on Human Behaviors |
| title_full | Measuring Social Influence in Online Social Networks - Focused Literature Review on Human Behaviors |
| title_fullStr | Measuring Social Influence in Online Social Networks - Focused Literature Review on Human Behaviors |
| title_full_unstemmed | Measuring Social Influence in Online Social Networks - Focused Literature Review on Human Behaviors |
| title_short | Measuring Social Influence in Online Social Networks - Focused Literature Review on Human Behaviors |
| title_sort | measuring social influence in online social networks focused literature review on human behaviors |
| topic | social influence theories social influence measurements social influence behavioral theories literature review social influence models online social networks human behavior theories |
| url | https://digitalcommons.georgiasouthern.edu/jamt/vol11/iss2/7/ |
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