To Study the Impact of Social Network Analysis on Social Media Marketing Using Graph Theory

Abstract

Marketing requires an understanding of relationships and current research has progressed much beyond the simple dyadic relationships to look at how social media networks influence the behavior of customers. Social media's power is fascinating as a seemingly inconsequential figure emerges from the ruins and attracts tens of thousands, if not millions, of followers and thus providing an average individual a huge platform to interact with the rest of the world. Academics have used Network theory and formal network analysis approaches to harvest the large pool of social media influencers available on the internet. The goal of this paper is to use various graph theory algorithms to portray the impact of social network analysis on internet marketing, with a primary focus on social media influencers, and to illustrate a variety of network measurements ideas that may be employed in social media management research that takes into account the enormous social media communication network.