Noninfluentials and information dissemination in the microblogging community

Name: Noninfluentials and information dissemination in the microblogging community
Author: Akçura, Munir Tolga, Altinkemer, K., Chen, H.

İsim	Noninfluentials and information dissemination in the microblogging community
Yazar	Akçura, Munir Tolga, Altinkemer, K., Chen, H.
Basım Tarihi:	2017
Basım Yeri	- Springer Nature
Konu	Internet communities, Microblogging, Twitter, Word of mouth, Econometric models
Tür	Süreli Yayın
Dil	İngilizce
Dijital	Evet
Yazma	Hayır
Kütüphane:	Özyeğin Üniversitesi
Demirbaş Numarası	1385-951X
Kayıt Numarası	0834adaf-4ece-4878-a8e9-28a466b12541
Lokasyon	Business Administration
Tarih	2017
Notlar	TÜBİTAK
Örnek Metin	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.
DOI	10.1007/s10799-017-0274-z
Cilt	74

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Noninfluentials and information dissemination in the microblogging community

Yazar Akçura, Munir Tolga, Altinkemer, K., Chen, H.

Basım Tarihi 2017

Basım Yeri - Springer Nature

Konu Internet communities, Microblogging, Twitter, Word of mouth, Econometric models

Tür Süreli Yayın

Dil İngilizce

Dijital Evet

Yazma Hayır

Kütüphane Özyeğin Üniversitesi

Demirbaş Numarası 1385-951X

Kayıt Numarası 0834adaf-4ece-4878-a8e9-28a466b12541

Lokasyon Business Administration

Tarih 2017

Notlar TÜBİTAK

Örnek Metin 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.

DOI 10.1007/s10799-017-0274-z

Cilt 74