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Developing effective communications in social networks for resolving marketing goals of experience sharing

Student: Aleksandrov Boris

Supervisor: Igor Sloev

Faculty: Faculty of Management

Educational Programme: Master

Final Grade: 9

Year of Graduation: 2014

<p align="center" class="11" style="text-align:center;text-indent:7.1pt"><span lang="EN-US">&nbsp;</span></p><p class="11" style="text-indent:7.1pt"><span lang="EN-US">The thesis was conducted at the Department of Company Marketing at National research university &quot;Higher school of economics&quot;. <o:p></o:p></span></p><p class="11" style="text-indent:7.1pt"><span lang="EN-US">The purpose of this thesis is to identify new and effective communication channels based on social networking and to use them to address key marketing tasks, in particular, tasks related to product experience sharing. The thesis includes series of studies, related to predicting trust-based relationships in egocentric social graph, correlation between the trust-based relationship and willingness to follow the product recommendation and proposed Experience Sharing communication model approbation using a special social experiment.<o:p></o:p></span></p><p class="11" style="text-indent:7.1pt"><span lang="EN-US">Work results include untapped potential identification and confirmation of Experience Sharing; a set of criteria for effective Experience Sharing communication; creative development for an innovative tool for effective Experience Sharing WOM execution in social networks to address corresponding marketing tasks.<o:p></o:p></span></p><p class="11" style="text-indent:7.1pt"><span lang="EN-US">Based on work results, the Author aims to execute the proposed Experience Sharing tool as a Web-based application and implement it in online retail.<o:p></o:p></span></p>

Full text (added June 8, 2014) (3.30 Kb)

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