Analyzing interactions and identifying social roles in a brand community on social networks.

Summary This research focuses on the understanding of brand communities on social networks, by identifying the social roles of the members. Using an interactionnist approach we coded 1150 posts to provide a content analysis in order to bring up eight social roles. In a second step, we build the social graph of the members and using a structural analysis, we show that network structure variables provide valuable insights for better understanding the interactions between members and their roles.