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- Publisher Website: 10.1007/s10799-017-0274-z
- Scopus: eid_2-s2.0-85014009822
- WOS: WOS:000434045800001
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Article: Noninfluentials and information dissemination in the microblogging community
Title | Noninfluentials and information dissemination in the microblogging community |
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Authors | |
Keywords | Twitter Word of mouth Microblogging Internet communities Econometric models |
Issue Date | 2018 |
Citation | Information Technology and Management, 2018, v. 19, n. 2, p. 89-106 How to Cite? |
Abstract | Firms are increasingly focusing on understanding and managing their social media strategies in order to create discussions and optimize the spread of news in their communities. Most prior studies on information dissemination have mainly focused on the roles of influentials but ignored the essential for noninfluentials. To fill this gap, this paper takes a holistic view of the information dissemination process and investigates how the participation of both influentials and noninfluentials plays a role in affecting the volume and sentiment of microblogs, which are precursors to raise awareness and attraction for brands. To test our hypotheses, we build a novel econometric model and apply it to a dataset collected from the popular microblogging site Twitter. We have the following main results: (1) back-and-forth-type discussions and retweets are effective in generating awareness and positive attractiveness; (2) influentials or mavens (who have many followers but seldom follow others) help generate initial sparks toward microblogging, but during the cascading periods, the noninfluentials play an important role in driving the conversations; and (3) new users who gradually join the discussions also help increase awareness, although they may not generate a positive sentiment. Our results provide important implications for mediating consumer interactions and firms’ marketing strategies. © 2017 Springer Science+Business Media New York |
Persistent Identifier | http://hdl.handle.net/10722/267592 |
ISSN | 2023 Impact Factor: 2.3 2023 SCImago Journal Rankings: 0.445 |
SSRN | |
ISI Accession Number ID |
DC Field | Value | Language |
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dc.contributor.author | Akcura, T | - |
dc.contributor.author | Altinkemer, K | - |
dc.contributor.author | Chen, H | - |
dc.date.accessioned | 2019-02-22T04:08:27Z | - |
dc.date.available | 2019-02-22T04:08:27Z | - |
dc.date.issued | 2018 | - |
dc.identifier.citation | Information Technology and Management, 2018, v. 19, n. 2, p. 89-106 | - |
dc.identifier.issn | 1385-951X | - |
dc.identifier.uri | http://hdl.handle.net/10722/267592 | - |
dc.description.abstract | Firms are increasingly focusing on understanding and managing their social media strategies in order to create discussions and optimize the spread of news in their communities. Most prior studies on information dissemination have mainly focused on the roles of influentials but ignored the essential for noninfluentials. To fill this gap, this paper takes a holistic view of the information dissemination process and investigates how the participation of both influentials and noninfluentials plays a role in affecting the volume and sentiment of microblogs, which are precursors to raise awareness and attraction for brands. To test our hypotheses, we build a novel econometric model and apply it to a dataset collected from the popular microblogging site Twitter. We have the following main results: (1) back-and-forth-type discussions and retweets are effective in generating awareness and positive attractiveness; (2) influentials or mavens (who have many followers but seldom follow others) help generate initial sparks toward microblogging, but during the cascading periods, the noninfluentials play an important role in driving the conversations; and (3) new users who gradually join the discussions also help increase awareness, although they may not generate a positive sentiment. Our results provide important implications for mediating consumer interactions and firms’ marketing strategies. © 2017 Springer Science+Business Media New York | - |
dc.language | eng | - |
dc.relation.ispartof | Information Technology and Management | - |
dc.subject | - | |
dc.subject | Word of mouth | - |
dc.subject | Microblogging | - |
dc.subject | Internet communities | - |
dc.subject | Econometric models | - |
dc.title | Noninfluentials and information dissemination in the microblogging community | - |
dc.type | Article | - |
dc.description.nature | link_to_subscribed_fulltext | - |
dc.identifier.doi | 10.1007/s10799-017-0274-z | - |
dc.identifier.scopus | eid_2-s2.0-85014009822 | - |
dc.identifier.volume | 19 | - |
dc.identifier.issue | 2 | - |
dc.identifier.spage | 89 | - |
dc.identifier.epage | 106 | - |
dc.identifier.eissn | 1573-7667 | - |
dc.identifier.isi | WOS:000434045800001 | - |
dc.identifier.ssrn | 2201497 | - |
dc.identifier.issnl | 1385-951X | - |