IDEAS home Printed from https://ideas.repec.org/a/spr/elcore/v20y2020i1d10.1007_s10660-018-9316-9.html
   My bibliography  Save this article

Product information diffusion in a social network

Author

Listed:
  • Ling Zhang

    (Wuhan University of Science and Technology)

  • Manman Luo

    (Wuhan University of Science and Technology)

  • Robert J. Boncella

    (Washburn University)

Abstract

There is a need to understand how to: spread product information to maximum range, identifying influential users, and analyze how they are intrinsically connected in a social network. In this paper, we collected tweets of Huawei Mate 9 to analyze users’ information behavior such as tweeting, forwarding, and commenting on tweets. We applied independent cascade model to this empirical Twitter diffusion network, and found it is proper to fit to the product information diffusion process. Using its network structure and PageRank measurement, we can identify influential nodes, and interpret the intrinsic connection between these influential nodes. Further, it is significant to consider the node’s background, such as interest, occupation, and country when identifying influential nodes. And it is discussed that the tweet content related to novel technology may attract more participation in ordinary users.

Suggested Citation

  • Ling Zhang & Manman Luo & Robert J. Boncella, 2020. "Product information diffusion in a social network," Electronic Commerce Research, Springer, vol. 20(1), pages 3-19, March.
  • Handle: RePEc:spr:elcore:v:20:y:2020:i:1:d:10.1007_s10660-018-9316-9
    DOI: 10.1007/s10660-018-9316-9
    as

    Download full text from publisher

    File URL: http://link.springer.com/10.1007/s10660-018-9316-9
    File Function: Abstract
    Download Restriction: Access to the full text of the articles in this series is restricted.

    File URL: https://libkey.io/10.1007/s10660-018-9316-9?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Daron Acemoglu & Asuman Ozdaglar, 2011. "Opinion Dynamics and Learning in Social Networks," Dynamic Games and Applications, Springer, vol. 1(1), pages 3-49, March.
    2. Hinz, Oliver & Skiera, Bernd & Barrot, Christian & Becker, Jan, 2011. "Seeding Strategies for Viral Marketing: An Empirical Comparison," Publications of Darmstadt Technical University, Institute for Business Studies (BWL) 56543, Darmstadt Technical University, Department of Business Administration, Economics and Law, Institute for Business Studies (BWL).
    3. De Bruyn, Arnaud & Lilien, Gary L., 2008. "A multi-stage model of word-of-mouth influence through viral marketing," International Journal of Research in Marketing, Elsevier, vol. 25(3), pages 151-163.
    4. Réka Albert & Hawoong Jeong & Albert-László Barabási, 1999. "Diameter of the World-Wide Web," Nature, Nature, vol. 401(6749), pages 130-131, September.
    5. Duncan J. Watts & Peter Sheridan Dodds, 2007. "Influentials, Networks, and Public Opinion Formation," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 34(4), pages 441-458, May.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Devi, Kalyanee & Tripathi, Rohit, 2023. "ASN: A method of optimality for seed identification in the influence diffusion process," Physica A: Statistical Mechanics and its Applications, Elsevier, vol. 618(C).
    2. Rybaczewska Maria & Chesire Betty Jebet & Sparks Leigh, 2020. "YouTube Vloggers as Brand Influencers on Consumer Purchase Behaviour," Journal of Intercultural Management, Sciendo, vol. 12(3), pages 117-140, September.
    3. Satish Kumar & Weng Marc Lim & Nitesh Pandey & J. Christopher Westland, 2021. "20 years of Electronic Commerce Research," Electronic Commerce Research, Springer, vol. 21(1), pages 1-40, March.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Muller, Eitan & Peres, Renana, 2019. "The effect of social networks structure on innovation performance: A review and directions for research," International Journal of Research in Marketing, Elsevier, vol. 36(1), pages 3-19.
    2. Sarah Gelper & Ralf van der Lans & Gerrit van Bruggen, 2021. "Competition for Attention in Online Social Networks: Implications for Seeding Strategies," Management Science, INFORMS, vol. 67(2), pages 1026-1047, February.
    3. Gensler, Sonja & Völckner, Franziska & Liu-Thompkins, Yuping & Wiertz, Caroline, 2013. "Managing Brands in the Social Media Environment," Journal of Interactive Marketing, Elsevier, vol. 27(4), pages 242-256.
    4. Sinan Aral & Dylan Walker, 2014. "Tie Strength, Embeddedness, and Social Influence: A Large-Scale Networked Experiment," Management Science, INFORMS, vol. 60(6), pages 1352-1370, June.
    5. Inyoung Chae & Andrew T. Stephen & Yakov Bart & Dai Yao, 2017. "Spillover Effects in Seeded Word-of-Mouth Marketing Campaigns," Marketing Science, INFORMS, vol. 36(1), pages 89-104, January.
    6. Peres, Renana & Muller, Eitan & Mahajan, Vijay, 2010. "Innovation diffusion and new product growth models: A critical review and research directions," International Journal of Research in Marketing, Elsevier, vol. 27(2), pages 91-106.
    7. Meyners, Jannik & Barrot, Christian & Becker, Jan U. & Bodapati, Anand V., 2017. "Reward-scrounging in customer referral programs," International Journal of Research in Marketing, Elsevier, vol. 34(2), pages 382-398.
    8. Tavasoli, Ali & Shakeri, Heman & Ardjmand, Ehsan & Young, William A., 2021. "Incentive rate determination in viral marketing," European Journal of Operational Research, Elsevier, vol. 289(3), pages 1169-1187.
    9. Claus, Bart & Geyskens, Kelly & Millet, Kobe & Dewitte, Siegfried, 2012. "The referral backfire effect: The identity-threatening nature of referral failure," International Journal of Research in Marketing, Elsevier, vol. 29(4), pages 370-379.
    10. Hinz, Oliver & Schulze, Christian & Takac, Carsten, 2014. "New product adoption in social networks: Why direction matters," Journal of Business Research, Elsevier, vol. 67(1), pages 2836-2844.
    11. Azzimonti, Marina & Fernandes, Marcos, 2023. "Social media networks, fake news, and polarization," European Journal of Political Economy, Elsevier, vol. 76(C).
    12. Pescher, Christian & Spann, Martin, 2014. "Relevance of actors in bridging positions for product-related information diffusion," Journal of Business Research, Elsevier, vol. 67(8), pages 1630-1637.
    13. Zhang, Shujuan & Jin, Zhen & Zhang, Juan, 2016. "The dynamical modeling and simulation analysis of the recommendation on the user–movie network," Physica A: Statistical Mechanics and its Applications, Elsevier, vol. 463(C), pages 310-319.
    14. Eggers, Fabian & Risselada, Hans & Niemand, Thomas & Robledo, Sebastian, 2022. "Referral campaigns for software startups: The impact of network characteristics on product adoption," Journal of Business Research, Elsevier, vol. 145(C), pages 309-324.
    15. Pescher, Christian & Reichhart, Philipp & Spann, Martin, 2014. "Consumer Decision-making Processes in Mobile Viral Marketing Campaigns," Journal of Interactive Marketing, Elsevier, vol. 28(1), pages 43-54.
    16. Samadi, Mohammadreza & Nikolaev, Alexander & Nagi, Rakesh, 2016. "A subjective evidence model for influence maximization in social networks," Omega, Elsevier, vol. 59(PB), pages 263-278.
    17. Jansen, Nora & Hinz, Oliver, 2022. "Inferring opinion leadership from digital footprints," Journal of Business Research, Elsevier, vol. 139(C), pages 1123-1137.
    18. Matjaž Steinbacher & Mitja Steinbacher, 2019. "Opinion Formation with Imperfect Agents as an Evolutionary Process," Computational Economics, Springer;Society for Computational Economics, vol. 53(2), pages 479-505, February.
    19. Huang, Jinsong & Su, Song & Zhou, Liuning & Liu, Xi, 2013. "Attitude Toward the Viral Ad: Expanding Traditional Advertising Models to Interactive Advertising," Journal of Interactive Marketing, Elsevier, vol. 27(1), pages 36-46.
    20. Mauricio Herrera & Guillermo Armelini & Erica Salvaj, 2015. "Understanding Social Contagion in Adoption Processes Using Dynamic Social Networks," PLOS ONE, Public Library of Science, vol. 10(10), pages 1-25, October.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:elcore:v:20:y:2020:i:1:d:10.1007_s10660-018-9316-9. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.