DISCOVERING CRITICAL SITUATIONS IN ONLINE SOCIAL NETWORKS - A Neuro Fuzzy Approach to Alert Marketing Managers

Carolin Kaiser, Sabine Schlick, Freimut Bodendorf

2010

Abstract

More and more people are exchanging their opinions in online social networks and influencing each other. It is crucial for companies to observe opinion formation concerning their products. Thus, risks can be recognized early on and counteractive measures can be initiated by marketing managers. A neuro fuzzy approach is presented which allows the detection of critical situations in the process of opinion formation and the alerting of marketing managers. Rules for identifying critical situations are learned on the basis of the opinions of the network members, the influence of the opinion leaders and the structure of the network. The opinions and characteristics of the network are identified by text mining and social network analysis. The approach is illustrated by an exemplary application.

Paper Citation

in Harvard Style

Kaiser C., Schlick S. and Bodendorf F. (2010). DISCOVERING CRITICAL SITUATIONS IN ONLINE SOCIAL NETWORKS - A Neuro Fuzzy Approach to Alert Marketing Managers . In Proceedings of the International Conference on Knowledge Discovery and Information Retrieval - Volume 1: KDIR, (IC3K 2010) ISBN 978-989-8425-28-7, pages 56-64. DOI: 10.5220/0003070900560064

in Bibtex Style

@conference{kdir10,
author={Carolin Kaiser and Sabine Schlick and Freimut Bodendorf},
title={DISCOVERING CRITICAL SITUATIONS IN ONLINE SOCIAL NETWORKS - A Neuro Fuzzy Approach to Alert Marketing Managers},
booktitle={Proceedings of the International Conference on Knowledge Discovery and Information Retrieval - Volume 1: KDIR, (IC3K 2010)},
year={2010},
pages={56-64},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0003070900560064},
isbn={978-989-8425-28-7},
}

in EndNote Style

TY - CONF
JO - Proceedings of the International Conference on Knowledge Discovery and Information Retrieval - Volume 1: KDIR, (IC3K 2010)
TI - DISCOVERING CRITICAL SITUATIONS IN ONLINE SOCIAL NETWORKS - A Neuro Fuzzy Approach to Alert Marketing Managers
SN - 978-989-8425-28-7
AU - Kaiser C.
AU - Schlick S.
AU - Bodendorf F.
PY - 2010
SP - 56
EP - 64
DO - 10.5220/0003070900560064