The Study on the Communication Pattern of Influential Opinion Leaders for Effective Viral Marketing at Facebook

페이스북에서 효과적인 바이럴마케팅을 위한 영향력 있는 의견지도자의 커뮤니케이션 패턴 연구

  • Cho, Seung Ho (Dept. of International Commerce, Soongsil Univeristy) ;
  • Cho, Sang-Hoon (Dept. of Statistics and Actuarial Science, Soongsil Univeristy)
  • 조승호 (숭실대학교 글로벌통상학과) ;
  • 조상훈 (숭실대학교 정보통계보험수리학과)
  • Received : 2013.03.22
  • Accepted : 2013.05.20
  • Published : 2013.05.31


This study is an application of facebook (FB) as a strategic communication of viral marketing. Old fashioned advertising and public relation in facebook are not effective at social network service(SNS) environment, and a different marketing communication is needed because facebook is essentially oriented for building relationship among people. The study assumes that an opinion leader might exist at facebook and tries to find out how facebook users show a pattern of communication based on level of opinion leadership regarding a product. The findings showed that people with high opinion leadership communicated more actively than people with low opinion leadership. This study will contribute to segment seed consumers using opinion leadership in facebook.


Facebook;Viral Marketing;Opinion Leaders;Opinion Leadership of a Product;Seed Consumer


Supported by : 숭실대학교