A ComprehensiveFramework for Identifying Viral Marketing's Influencers in Twitter

Viral marketing can lead to extensive knowledge of marketing campaigns across customers with lower costs. The important point of viral marketing is targeting the subset of customers that can influence on others. Such customers enhance the efficiency of a marketing campaign by maximizing propagation of viral message throughout the network. According to increasing the importance of the Twitter network for marketing efforts in recent years, the aim of this work is to identify the best influential individuals for the efficient performance of viral marketing campaigns in this network. Recent works on Twitter reveal the lack of a comprehensive framework for differentiation of influencers in viral marketing. Our qualitative research aims at the synthesis of results and theories from previous studies in a new comprehensive framework. The paper first provides a detailed review on previous works about the influence and diffusion of information on Twitter. Second, according to the important features of viral marketing’s influencers, it proposes a comprehensive framework for evaluating these features in terms of Twitter functions.This frameworkconcentrates on all of the important factors for identifying viral marketing's influencers. So, the most worthy twitterers with highest marketing value can be identified