Social network analysis in the Telco sector — Marketing applications

For the purposes of this paper Social network analysis Social network analysis is concerned with the analysis of the influence of an individual within a social network on product purchase and service usage. Social network A social network is a group of people who are connected through their use of mobile communication services. Concept A concept is a behaviour, for example, new product usage or an idea, that moves through the social network. Wave A wave is the measured way in which a concept flows through a social network. Connection A connection is the link between two individuals within a social network. The link may have a number of attributes to describe it, for example, direction, strength and concept flow speed. An individual may be connected to one or more individuals within the social network. Influencer An influencer is an individual who stimulates a concept (eg behavioural change) to flow through a network.