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  • Nhan đề: Network Overlap and Content Sharing on Social Media Platforms /
Tác giả CN Jing Peng.
Nhan đề Network Overlap and Content Sharing on Social Media Platforms / Jing Peng, Ashish Agarwal, Kartik Hosanagar...
Thông tin xuất bản 2018.
Mô tả vật lý p. 571-585.
Tóm tắt Improving content sharing on social media platforms helps firms enhance the efficacy of their marketing campaigns. The authors study the impact of network overlap—the overlap in network connections between two users—on content sharing in directed social media platforms. The authors propose a hazards model that flexibly captures the impact of three measures of network overlap (i.e., common followees, common followers, and common mutual followers) on content sharing. Using data on content sharing from two directed social media platforms (Twitter and Digg), the authors establish that a receiver is more likely to share content from a sender with whom they share more common followees, common followers, or common mutual followers even after accounting for other measures. In addition, common followers have a higher effect than common mutual followers on the sharing propensity of the receiver. Finally, the effect of common followers and common mutual followers is positive when the content is novel but decreases, and may even become negative, when many others have already shared it. Collectively, these results have a bearing for marketers to more effectively target users for spreading content on social media platforms.
Thuật ngữ chủ đề Marketing-Social Media
Từ khóa tự do Truyền thông xã hội.
Từ khóa tự do Social media.
Từ khóa tự do Content sharing.
Từ khóa tự do Hazards model.
Từ khóa tự do Multiple senders.
Từ khóa tự do Network overlap.
Tác giả(bs) CN Agarwal, Ashish.
Tác giả(bs) CN Hosanagar, Kartik.
Tác giả(bs) CN Iyengar, Raghuram.
Nguồn trích Journal of Marketing Research- August 2018, Vol. 55, No. 4
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0410 |aeng
044 |ailu
1000 |aJing Peng.
24510|aNetwork Overlap and Content Sharing on Social Media Platforms / |cJing Peng, Ashish Agarwal, Kartik Hosanagar...
260|c2018.
30010|ap. 571-585.
520 |aImproving content sharing on social media platforms helps firms enhance the efficacy of their marketing campaigns. The authors study the impact of network overlap—the overlap in network connections between two users—on content sharing in directed social media platforms. The authors propose a hazards model that flexibly captures the impact of three measures of network overlap (i.e., common followees, common followers, and common mutual followers) on content sharing. Using data on content sharing from two directed social media platforms (Twitter and Digg), the authors establish that a receiver is more likely to share content from a sender with whom they share more common followees, common followers, or common mutual followers even after accounting for other measures. In addition, common followers have a higher effect than common mutual followers on the sharing propensity of the receiver. Finally, the effect of common followers and common mutual followers is positive when the content is novel but decreases, and may even become negative, when many others have already shared it. Collectively, these results have a bearing for marketers to more effectively target users for spreading content on social media platforms.
65010|aMarketing|xSocial Media
6530 |aTruyền thông xã hội.
6530 |aSocial media.
6530 |aContent sharing.
6530 |aHazards model.
6530 |aMultiple senders.
6530 |aNetwork overlap.
7001 |aAgarwal, Ashish.
7001 |aHosanagar, Kartik.
7001 |aIyengar, Raghuram.
773 |tJournal of Marketing Research|gAugust 2018, Vol. 55, No. 4
890|a0|b0|c0|d0
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