6533b855fe1ef96bd12b1c04

RESEARCH PRODUCT

Small world theory and the World Wide Web: linking small world properties and website centrality

Francesco CaputoFederica EvangelistaGandolfo DominiciDavide Di Fatta

subject

EngineeringWeb 2.0Context (language use)02 engineering and technologyWorld Wide Web0502 economics and business0202 electrical engineering electronic engineering information engineeringSocial mediaProduct (category theory)Small world theoryGeneral Environmental ScienceSEO.SWTbusiness.industryInformation sharing05 social sciencesSocial media marketingSearch engine optimisationFocus groupSMMSEOWorld Wide WebWorld Wide Web; small world theory; SWT; social media marketing; SMM; search engine optimisation; SEO.General Earth and Planetary Sciences050211 marketing020201 artificial intelligence & image processingWeb intelligenceCentralitybusinessSettore SECS-P/08 - Economia E Gestione Delle ImpreseWorld Wide Web; Small world theory; SWT; Social media marketing; SMM; Search engine optimisation; SEO.050203 business & management

description

This qualitative paper aims to point out the incidence of small world characteristics in the World Wide Web. To this end, some theoretical implications of small world theory (SWT) are verified using information from focus groups and in-depth interviews administered to experts and users of the World Wide Web. The purpose of this study is to investigate whether it is possible to apply small world properties to online social networks while pointing out the key variables of website centrality in that context. Building on this, the paper traces possible contributions for better management of the World Wide Web in terms of the professional use of social media to facilitate information or product and service sharing. The results of the proposed investigation highlight some pivotal aspects of small world properties on the web, as well as on website centrality. The findings are relevant for the application of social media marketing (SMM) and search engine optimisation (SEO).

yearjournalcountryeditionlanguage
2016-09-01International Journal of Markets and Business Systems
https://doi.org/10.1504/ijmabs.2016.080237