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Increasing visibility in the Internet is a key success factor for all stakeholders in the online world. Sky rocketing online marketing spending of companies as well as increasing personal resources in systematic ‘‘self-marketing’’ of private people are a consequence of this. Similar holds true for the science and knowledge creation world—here, visibility is also a key success factor and we are currently witnessing the systematic exploitation of online marketing channels by scientists and research institutes. A theoretical base for this novel interest in sci- ence marketing is herein provided by transferring concepts from the non-science online marketing world to the special situation of science marketing. The article gives hints towards most promising, practical approaches. The theoretical base is derived from considerations in the field of scale-free networks in which quality is not necessarily a predominant success factor, but the connectivity.
Fries, T. (2014). The Social Factor of Open Science. In Opening Science (pp. 271–283). Springer International Publishing. https://doi.org/10.1007/978-3-319-00026-8_18