Modeling diffusion pattern in online social media

Abstract

The percolation of social media into our daily life has influenced the way consumers interact, consumer behavior across the world. The traditional media marketing tools are facing increased competition from the more attractive alternatives provided by social media. With more than two thirds of the internet population connected through Online Networking sites like Facebook, Twitter and MySpace, the potential offered by this medium is tremendous. This paper is an attempt to analyse the case studies of three brand promotion activities through social media Facebook and model the mechanics of successful diffusion in comparison with traditional channels.