Nowadays, users' interactive behaviors on social media have become an important and influential resource on marketing activities in various businesses. Despite the importance of this issue, providing appropriate criteria for evaluating the influential behavior of user
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Nowadays, users' interactive behaviors on social media have become an important and influential resource on marketing activities in various businesses. Despite the importance of this issue, providing appropriate criteria for evaluating the influential behavior of users in recent studies has received less attention.
For this purpose, in the first step, an innovative theory framework including two main dimensions: potential of the influence and the level of the influence is presented. Then, in order to define criteria for measuring each dimension, by providing a comprehensive and combined classification including three domains, user-based analysis, relationship-based analysis and content-based analysis, exploration techniques Social media has been examined to analyze the effective behaviors of users.
In the following, according to the literature review, the criteria of "number of active users", “ranked of users based on the structural indexes and activity", “quality and the subjectiveness of content” have been defined to measure each of the aforementioned dimensions. The criteria proposed in this article are effective for creating dashboards to assess the value of users' influence in various businesses.
It also a comprehensive roadmap has been provided for businesses about the data they need to collect and the required techniques to determine each of these metrics through a cross-disciplinary and academic classification of social media exploration techniques.
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