Today’s leading businesses have understood the role of “social” in their everyday activity. Online social networks (OSN) and social media have melt and become an essential part of every firm’s concern. Brand advocates are the new leading triggers for company’s success in online social networks and are responsible for the long-term engagement between a firm and its customers. But what can it be said about this impressive crowd of customers that are gravitating around a certain brand advocacy or a certain community? Are they as responsive to a certain message as one might think? Are they really impressed by the advertising campaigns? Are they equally reacting to a certain comment or news? How they process the everyday grey knowledge that is circulating in OSN? In fact, how impressionable they are and which are the best ways a company can get to them? To give an answer to these questions, the present paper uses grey systems theory for spreading the customer’s crowd into groups based on how impressionable they are by commercials, ads, videos and comments in OSN.
['Camelia Delcea', 'Ioana-Alexandra Bradea']
Grey clustering in online social networks