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Facebook, un nouvel outil de campagne : analyse des réseaux sociaux et marketing politique

Mercanti-Guérin, Maria

La revue des sciences de gestion, 2010-03, Vol.45 (242), p.17-28 [Periódico revisado por pares]

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Título:
Facebook, un nouvel outil de campagne : analyse des réseaux sociaux et marketing politique
Autor: Mercanti-Guérin, Maria
Assuntos: Internet ; Internet access ; Liens ; Marketing ; Online data bases ; Political behavior ; Social networks ; Social studies
É parte de: La revue des sciences de gestion, 2010-03, Vol.45 (242), p.17-28
Descrição: Considerable media attention was focused on how U.S. presidential candidates in 2008 integrated Facebook and other social networking sites into their campaign strategies. In this context, understanding the formation and utilization of online social networks becomes important. Social network analysis provides a framework of understanding how social networks begin, evolve and are utilized by candidates. Network analytic tools are used to represent relationships in a network, and to analyze the network data in term of centrality, closeness, weak ties. In this study we survey two representative samples of online communities of supporters and opponents. We analyze the impact of network design on supporters'involvement and information sharing. [PUB ABSTRACT]
Editor: Epinay-sur-Orge: Direction et Gestion SARL
Idioma: Francês

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