Francisco J. Arenas-Márquez

Electronic word-of-mouth communities from the perspective of social network analysis

This paper is focused on the identification of influencers that can have an important impact over the decision-making of other users. For this purpose, a popular electronic word-of-mouth community like Ciao.com has been modelled as a social network. Using social network analysis techniques, the existence of influencers is justified by the power law distribution of user participation, and then they are identified using their topological features within the social network. The obtained results reveal that influencers are not determined by the number of performed reviews, but by the variety or scope of their performed reviews and their central position in the consumer network. The main contribution of this research is the identification of influencers based on the participation features of community users. As a difference to other studies, results are not based on surveys or opinions, but on the trace users leave when they post opinions, comments or scores.

Cloud Computing (SaaS) Adoption as a Strategic Technology: Results of an Empirical Study

The present study empirically analyzes the factors that determine the adoption of cloud computing (SaaS model) in firms where this strategy is considered strategic for executing their activity. A research model has been developed to evaluate the factors that influence the intention of using cloud computing that combines the variables found in the technology acceptance model (TAM) with other external variables such as top management support, training, communication, organization size, and technological complexity. Data compiled from 150 companies in Andalusia (Spain) are used to test the formulated hypotheses. The results of this study reflect what critical factors should be considered and how they are interrelated. They also show the organizational demands that must be considered by those companies wishing to implement a real management model adopted to the digital economy, especially those related to cloud computing.

Identification of Influencers in eWord-of-Mouth communities using their Online Participation Features

The identification of influencers in any type of online social network is of paramount importance, as they can significantly affect consumers’ purchasing decisions. This paper proposes the utilization of a self-designed web scraper to extract meaningful information for the identification of influencers and the analysis of how this new set of variables can be used to predict them. The experimental results from the Ciao UK website will be used to illustrate the proposed approach and to provide new insights in the identification of influencers. Obtained results show the importance of the trust network, but considering the intensity and the quality of both trustors and trustees.