Effects of source influence and peer referrals on information diffusion in Twitter

2017 ◽  
Vol 117 (5) ◽  
pp. 896-909 ◽  
Author(s):  
Joseph Kwon ◽  
Ingoo Han ◽  
Byoungsoo Kim
Keyword(s):  
Social Media ◽  
Diffusion Process ◽  
Peer Effects ◽  
Positive Impact ◽  
Social Transmission ◽  
Content Dissemination ◽  
Content Type ◽  
Transmission Process ◽  
The Social ◽  
The Impact

Purpose Social media have attracted attention as an information channel for content generated in heterogeneous internet services. Focusing on social media platforms, the purpose of this paper is to examine the factors behind social transmission with content crossover from other services through hypertext link (URL). The authors investigate the effects of source influence and peer referrals on diffusion outcome and address their variations in the case of content crossover. Design/methodology/approach The authors use a Poisson regression model due to the discrete nature of the dependent variable. The authors conduct an empirical study using 233 million real transaction data generated by 1,203,196 Korean users of Twitter. Findings Source influence and peer referral have a positive impact on cascade size in the content dissemination process. In the case of content crossover, the impact of source influence decreases. However, the impact of peer referrals increases in the process of external content dissemination. Research limitations/implications The authors demonstrate source and peer effects on content diffusion and that these effects vary when shared content is linked from an external service by a URL. Practical implications The findings indicate that firms that wish to diffuse information through social media or enter the social media with new services to provide new ways of creating and sharing content should understand the nature of the social transmission process. Originality/value Given the growing popularity of social media, particularly SNSs with online social networks as information channels, the authors first consider online social transmission as a user-driven diffusion process. Based on social factors in the diffusion process, the authors derive source and peer effects on the social transmission process.

Netizens' behavior towards a blockchain-based esports framework: a TPB and machine learning integrated approach

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Jitendra Yadav ◽  
Madhvendra Misra ◽  
Nripendra P. Rana ◽  
Kuldeep Singh ◽  
Sam Goundar
Keyword(s):  
Social Media ◽  
Positive Impact ◽  
Empirical Relationship ◽  
Integrated Approach ◽  
Equation Modeling ◽  
Content Type ◽  
User Comments ◽  
The Social ◽  
Semantic Orientation ◽  
The Impact

PurposeBased on the concepts confined in Ajzen's theory of planned behavior (TPB), this study investigates users' attitudes towards adoption of a blockchain-based framework in the esports industry that proposes a scheme of rewarding stakeholders for their invested attention along with blockchain technology's inherent protocols.Design/methodology/approachThe present study uses RStudio (Version 1.3.1093) package RedditExtractoR for scraping and analysis of the discussion referring to the keyword “Verasity” on the Reddit website. The final corpus of 1,913 user comments was considered for the study. Sentiment analysis was initially conducted to explore the semantic orientation of the users concerning Verasity. This was followed by generalized equation modeling to analyze the impact of social media attributed to the users' commenting behavior.FindingsThe study found that Redditors, in general, have a positive attitude towards the adoption of a blockchain-based esports platform. This was validated through the empirical findings. The regression model states that there is a significant positive impact of the positivity in the comments over the Redditors' attitude and in their commenting behavior.Originality/valueThis study offers a new understanding of key contributing attributes of sentiment formation over social media concerning a blockchain-based esports framework. The study also establishes an empirical relationship between the social media attributes and the commenting behavior of Redditors. Finally, the current study offers valuable insights into social media engagements and the selection of highly influential Redditors for practicing marketing managers.

Social media activity: its impact on career-related perceptions

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Kimberly W. O'Connor ◽  
Kimberly S. McDonald ◽  
Brandon T. McDaniel ◽  
Gordon B. Schmidt
Keyword(s):  
Social Media ◽  
Online Learning ◽  
Career Satisfaction ◽  
Media Use ◽  
Positive Impact ◽  
Amazon Mechanical Turk ◽  
Social Media Use ◽  
Content Type ◽  
The Impact ◽  
Career Benefits

Purpose The purpose of this exploratory study is to examine individual perceptions about the impact that social media use has on career satisfaction and perceived career benefits. We examined whether informal online learning through “typical” types of social media behaviors (e.g. liking a post or messaging another user) and “networking” types of social media behaviors (e.g. endorsing another user, writing recommendations, going “live,” or looking for a job) impacted career-related perceptions. Design/methodology/approach In this study, we analyzed Amazon Mechanical Turk survey data gathered from adult participants (n = 475). We focused our inquiry specifically on two social media sites, Facebook and LinkedIn. We asked participants about their social media use and behaviors, as well as their perceptions of career satisfaction and career benefits related to social media. Findings We found that both typical and networking types of social media behaviors positively predicted the “knowing whom” career competency (defined as career relevant networks and contacts that individuals use to develop their careers) and career satisfaction. Only networking behaviors were positively associated with perceived career benefits of social media use. We further found that LinkedIn users’ career satisfaction was lower compared to non-LinkedIn users. Originality/value This study adds to the small, but growing body of career research focusing on social capital and social media. Our results suggest that informal online learning via social media may have a positive impact on employees’ career-related perceptions.

Should I suggest this YouTube clip? The impact of UGC source credibility on eWOM and purchase intention

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Mazzini Muda ◽  
Muhammad Iskandar Hamzah
Keyword(s):  
Social Media ◽  
Structural Equation Modeling ◽  
Purchase Intention ◽  
Structural Equation ◽  
Word Of Mouth ◽  
Source Credibility ◽  
Equation Modeling ◽  
Content Type ◽  
The Social ◽  
The Impact

PurposeIn spite of the increasing organic and interactive marketing activities over social media, a general understanding of the source credibility of voluntary user-generated content (UGC) is still limited. In line with the social identity theory, this paper examines the effects of consumers' perceived source credibility of UGC in YouTube videos on their attitudes and behavioral intentions. Additionally, source homophily theory is included to predict the antecedent of source credibility.Design/methodology/approachThree hundred and seventy two Generation Y respondents were interviewed using snowball sampling. Data were analyzed with component-based structural equation modeling technique of partial least squares-structural equation modeling (PLS-SEM).FindingsFindings confirmed that perceived source credibility indirectly affects purchase intention (PI) and electronic word-of-mouth via attitude toward UGC. Besides, perceived source credibility mediates the effect of perceived source homophily on attitude toward UGC.Practical implicationsSince today's consumers have begun to trust and rely more on UGC than company-generated content on social media when making purchase decisions, companies may reconsider democratizing certain aspects of their branding strategies. Firms may fine-tune their marketing communication budgets – not only just by sponsoring public figures and celebrities but also by nurturing coproductive engagements with independent content creators who are ordinary consumers. Endowed with their imposing credibility, these micro-influencers and prosumers have high potentials to be uplifted to brand ambassadors.Originality/valueWhile consumers' purchase outcome can be measured easily using metrics and analytics, the roles of source homophily in stages leading up to the purchase is still elusive. Drawing on the rich theoretical basis of source homophily may help researchers to understand not only how credibility and attitude are related to PI but also how this nexus generates positive word of mouth among UGC followers within the social media circles.

Impact of social media usage on performance of construction businesses (CBs) in Abuja, Nigeria

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Luqman Oyekunle Oyewobi ◽  
Olufemi Seth Olorunyomi ◽  
Richard Ajayi Jimoh ◽  
James Olabode Bamidele Rotimi
Keyword(s):  
Social Media ◽  
Social Interaction ◽  
Structural Equation ◽  
Building Materials ◽  
Positive Impact ◽  
Research Approach ◽  
Cross Sectional ◽  
Content Type ◽  
Business Interest ◽  
The Impact

Purpose Many construction businesses are currently building and keeping social media pages for their enterprises to be visible to the public to improve their social interaction, promote business interest, build trust and relationships with their targeted audience on social media. The purpose of this study is to examine the impact of social mediausage on performance of construction businesses (CBs) in Abuja, Nigeria. Design/methodology/approach This study used a quantitative research approach by identifying constructs that reveal three aspects of organisation’s physiognomies that impact the process of espousing, implementing and using technological innovations in conducting businesses. Well-structured questionnaire was used to obtain data from 113 purposively sampled building materials’ merchant operating in Dei-Dei Market, Abuja, Nigeria. This study used partial least squares structural equation modelling technique to establish the relationship among the constructs. Findings The results of this study indicated that technology has significant relationship with social media adoption, whereas social media adoption has a very strong positive impact on organisation’s performance (P < 0.001) with respect to improved customer relations and services and enhanced information accessibility. Research limitations/implications This study has implications for CBs that wish to adopt social media to promote their businesses by presenting to them the opportunity to understand the impact of technology, environment and organisational potential in improving business performance. This study is cross-sectional in nature, and this calls for caution in interpreting the results. Originality/value This paper developed and tested a conceptual framework presented to understand the interrelationships amongst the constructs, which would be of great significance to business owners in developing their social interaction and promote business interest via social media. The outcome of this research is beneficial to researchers to further study how the different social media tools could help in influencing business decisions.

The role of perceived social media agility in customer engagement

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
David Gligor ◽  
Sıddık Bozkurt
Keyword(s):  
Social Media ◽  
Online Survey ◽  
Positive Impact ◽  
Customer Engagement ◽  
Measurement Scale ◽  
Content Type ◽  
Study Results ◽  
Seeking Behavior ◽  
The Impact

Purpose The concept of agility has been applied to several domains to help firms develop the capability to quickly adjust their operations to cope and thrive in environments characterized by frequent changes. Despite the soaring number of social media users and the benefits associated with agility in other domains, the application of agility in a social media context has yet to be explored. Further, little is known about how agility in a social media context impacts desirable customer-related attributes, such as customer engagement and customer-based brand equity (CBBE). This paper aims to address this gap by adapting the construct to social media (i.e. perceived social media agility) and exploring its impact on customer engagement and CBBE. Design/methodology/approach This paper conducted an online survey with 200 adult subjects. This paper used multivariate regression analyzes to empirically test a scale for perceived social media agility and explore its impact on CBBE and customer engagement, along with the moderating role of customer change-seeking behavior. Findings The study results show that perceived social media agility directly and indirectly (through customer engagement) positively influences CBBE. Also, results show that the positive impact of perceived social media agility on CBBE is further magnified for customers high on change-seeking. However, customer change-seeking does not affect the strength or direction of the impact of perceived social media agility on customer engagement. Originality/value This paper contributes to social media literature by adapting and testing a measurement scale for the construct of perceived social media agility and exploring its role in enhancing customer engagement and CBBE.

The impact of culture on millennials' attitudes towards luxury brands: evidence from Tokyo and Shanghai

2022 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Cheng Lu ◽  
Zhencong Sang ◽  
Kun Song ◽  
Kazuo Kikuchi ◽  
Ippei Machida
Keyword(s):  
Social Identity ◽  
Peer Influence ◽  
Positive Impact ◽  
Cross Cultural ◽  
Mediating Effect ◽  
Luxury Brands ◽  
Content Type ◽  
The Social ◽  
The Cross ◽  
The Impact

PurposeBased on the theory of social identity mechanism, this study aimed to investigate the associations with millennial consumers' need for uniqueness (NFU), susceptibility to peer influence (SPI) and attitudes towards luxury brands (ALB) under the cross-cultural context. The mediating effect of fashion innovativeness (FI) and the moderating effect of culture were examined.Design/methodology/approachThe data for this study were collected through a survey from 217 millennials in Shanghai and 268 millennials in Tokyo. Moderation analysis and mediation analysis using Hayes PROCESS macro were applied to test proposed hypotheses.FindingsResults show that NFU and SPI have a significantly positive effect on millennials' ALB, and fashion innovativeness plays a mediating role in this process. Furthermore, the positive impact of NFU on millennials' ALB for relatively individualistic cities (Shanghai) is stronger than for relatively collectivist cities (Tokyo). The positive impact of susceptibility to informative influence (SII) on millennials' ALB for Tokyo is stronger than for Shanghai.Practical implicationsThe research results suggest how different cultures can support marketers in effectively carrying out their business strategy.Originality/valueUnder the cross-cultural background, the social identity mechanism behind the attitudes of millennials towards luxury brands has been widely recognised. However, little is known about how culture could moderate the social identity mechanism behind millennials' ALB. By analysing these mechanisms, this study compares the cultures of Shanghai and Tokyo and expands the previous research achievements.

Do Social Media Matter? Initial Empirical Evidence

2014 ◽  
Vol 29 (2) ◽  
pp. 51-70 ◽  
Author(s):  
Hui Du ◽  
Wei Jiang
Keyword(s):  
Social Media ◽  
Firm Performance ◽  
Positive Impact ◽  
Data Availability ◽  
Social Media Platform ◽  
Media Technologies ◽  
The Social ◽  
Media Platform ◽  
Social Media Presence ◽  
The Impact

ABSTRACT This paper examines the association between firm performance and social media. Based on a sample of S&P 1500 firms, the study finds that firms with a social media presence are more highly valued by the market and have higher future financial performance. Further analysis indicates that the impact of social media on firm performance varies depending on the social media platform involved. Finally, using a restricted sample of Global 100 firms, the study finds some evidence that a higher level of social media engagement is associated with higher firm performance. Overall, these findings provide consistent evidence of the positive impact of social media technologies on firm performance. Data Availability: All data are available from public sources.

scholarly journals Dampak Munculnya Akun Anonim untuk Mengekspresikan Diri

2019 ◽  
Author(s):  
Evi Intan Puspitasari
Keyword(s):  
Social Media ◽  
Research Method ◽  
Positive Impact ◽  
Daily Life ◽  
The Other ◽  
The Public ◽  
The Social ◽  
Twitter Account ◽  
Negative Impacts ◽  
The Impact

Abstract. Nowadays the community considers social media as one of the most important things in daily life. For the social media community is a form of self-editing exporters, for example, many anonymous accounts that violate ethics in their use in social media such as accounts to spread hoaxes, build hatred, and are provocative, but on the other hand anonymous accounts have a positive impact if used wisely. The purpose of this study is to determine the impact of anonymous accounts for the public from the positive and negative sides of using anonymous accounts. The research method used is descriptive qualitative analysis of anonymous accounts on social media and through interviews from several sources with an analysis of positive and negative impacts. The results showed that an anonymous Twitter account can be a medium to pour out your heart through writing. Twitter can be an entertainment for users through uploading posts, photos and videos.

scholarly journals Motives to engage with sports brands on Facebook and Instagram–The case of a Portuguese football club

2020 ◽  
Vol 21 (2) ◽  
pp. 325-349
Author(s):  
Joana César Machado ◽  
Carla Carvalho Martins ◽  
Frederico Correia Ferreira ◽  
Susana Costa e Silva ◽  
Paulo Alexandre Duarte
Keyword(s):  
Social Media ◽  
Social Influence ◽  
Online Survey ◽  
Linear Regression Analysis ◽  
Multiple Linear Regression Analysis ◽  
Content Type ◽  
Content Consumption ◽  
The Social ◽  
Marketing Activities ◽  
The Impact

PurposeSocial network sites are key marketing tools that allow brands to connect and engage with consumers. However, there is still a lack of evidence of their value for football brands. This research aims to understand the motivations for fans to engage with their favourite football brands on Facebook and Instagram.Design/methodology/approachAn online survey was performed, resulting in 214 valid responses. As the social media strategy followed by the football brand analysed was built around games, the authors divided fans into two groups based on the main method in which the club's games are watched: in stadium versus mediated. Multiple linear regression analysis was used to explore the relationship between motivations and fans' engagement, through content consumption and contribution, on Facebook and Instagram. Analysis was performed first with the whole sample and then by group (stadium attendance vs mediated attendance fans).FindingsThe findings show that social influence, entertainment, searching for information and rewards are the most relevant motivations for consumers to engage with brand-related content on Facebook. Entertainment, rewards and social influence are the main motivations influencing consumer interactions on Instagram. Group moderation was only confirmed in the impact of social influence on Facebook page content consumption.Originality/valueThe results provide valuable insights into the social media marketing activities of sports brands, which will assist brand managers to develop strategies for effectively stimulating engagement with the different groups of fans.

scholarly journals Twitter, Investor Sentiment and Capital Markets: What Do We Know?

2018 ◽  
Vol 10 (8) ◽  
pp. 158
Author(s):  
Heba Ali
Keyword(s):  
Social Media ◽  
Market Efficiency ◽  
Capital Markets ◽  
Emotional Response ◽  
Positive Impact ◽  
Investor Sentiment ◽  
Theoretical Understanding ◽  
The Social ◽  
Media Sentiment ◽  
The Impact

Nowadays, the social media play a central role not only in “de-asymmetrizing” the information between firms and investors but also in influencing the emotional response to this information. The social media have provided firms with the opportunity to construct their image and stimulate significant attention and positive emotional responses (i.e. celebrity firm). Investors also become no longer passive participants; they can now communicate, re-tweet, comment, mention, react to information and express their sentiment/views. Theoretically, this should exert a positive impact on information diffusion and so the market efficiency. However, as the social media also significantly influence the public mood and emotional response to any new information/news, several behavioral explanations contradicting with the concept of market efficiency (e.g. investor sentiment and herding behavior) become more reasonable. The study aims at providing a literature review and synthesis of research on the impact of social media sentiment in the context of capital markets, scrutinizing the theoretical understanding of this impact, underlining the methodological challenges related to extracting the sentiment, and reviewing the main empirical findings on the impact in the context of Twitter and StockTwits, which will enable researchers to evaluate and classify existing studies, obtain useful insight into the theoretical understanding of the impact of social media sentiment, hence spurring further theoretical and empirical research.

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