چكيده به لاتين
Abstract:
Today, the competition between trades has increased due to the advance of information technology and specifically social networks. The advertising methods of products and services are important for creating demanding tendency in the individuals. According to this subject, advertising, specifically on the platform of social networking sites is an important factor in electronic commerce. One of the advertising method is mouth_to_mouth. Integeration of this method with the capacity of social networking sites causes creation of a novel method called the use of effective users. In this advertising method, some users are identified in social network sites who can influence others decisions. Then, they are asked to put the advertising content of this product or service in their social network sites. Since they influence others, this causes that followers tend to acquire more information about that product or service. Then, that product is advertised mouth-to-mouth. Hence, this study is focused on identifying the most efficient social network users for advertising. It's purpose is to find out if there is any relation between the factors of social network sites such as the number of followers, the number following, the number of post, the number of likes, the number of sharing post by other, the number of mentioning individual names in the comments and their influence on others in advertising. The statistical population of this study includes all users of Telegram, and the sample size is 384. Sampling has been done random. The data of the first phase of research was conducted via a questionaire and the second phase from Iranian social network. Assessing the reliability of the questionaire was conducted by Cronbach Alpha, and its validity by expert’s opinions. Analysis of data in two levels of descripitive statistics and comprehensive statistics was conducted by SPSS software. The results indicated that there is a significant and positive relation between all the research assumed factors and the effectiveness of that person on others in advertising. Factor analysis reduced these seven factors to two, user’s social value and user’s graph location value
Keywords: Influential Users, Social Networks, Diffusion, Advertising
