20,044 research outputs found

    Electronic word of mouth in social media: The common characteristics of retweeted and favourited marketer-generated content posted on Twitter

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    Marketers desire to utilise electronic word of mouth (eWOM) marketing on social media sites. However, not all online content generated by marketers has the same effect on consumers; some of them are effective while others are not. This paper aims to examine different characteristics of marketer-generated content (MGC) that of which one lead users to eWOM. Twitter was chosen as one of the leading social media sites and a content analysis approach was employed to identify the common characteristics of retweeted and favourited tweets. 2,780 tweets from six companies (Booking, Hostelworld, Hotels, Lastminute, Laterooms and Priceline) operating in the tourism sector are analysed. Results indicate that the posts which contain pictures, hyperlinks, product or service information, direct answers to customers and brand centrality are more likely to be retweeted and favourited by users. The findings present the main eWOM drivers for MGC in social media.Abdulaziz Elwalda and Mohammed Alsagga

    A Theory of Strategic Diffusion

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    The important role of friends, neighbors and colleagues in shaping individual choices has been brought out in a number of studies over the years. The presence of significant ‘local’ influence in shaping individual behavior suggests that firms, governments and developmental agencies should explicitly incorporate it in the design of their marketing and developmental strategies. This paper develops a framework for the study of optimal strategies in the presence of social interaction. We focus on the case of a single player who exerts costly effort to get a set of individuals – engaged in social interaction – to choose a certain action. Our formulation allows for different types of social interaction (ranging from sharing of information to direct adoption externalities) and also allows for the player to have incomplete information concerning the connections among individuals. The analysis starts by showing that incorporating information on social interaction can have large effects on the profits of a player. We then show that an increase in the level and dispersion of social interaction can raise or lower the optimal strategy and profits of the player, depending on the content of the interaction. We then study the value of social network information for the player and find that it depends on the dispersion in social connections. The economic interest of these results is illustrated via a discussion of two economic applications: advertising in the presence of word of mouth communication and seeding a network.Social Interaction, Seeding the Network, Word of Mouth Communication, Diffusion Strategy

    Dissemination of Health Information within Social Networks

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    In this paper, we investigate, how information about a common food born health hazard, known as Campylobacter, spreads once it was delivered to a random sample of individuals in France. The central question addressed here is how individual characteristics and the various aspects of social network influence the spread of information. A key claim of our paper is that information diffusion processes occur in a patterned network of social ties of heterogeneous actors. Our percolation models show that the characteristics of the recipients of the information matter as much if not more than the characteristics of the sender of the information in deciding whether the information will be transmitted through a particular tie. We also found that at least for this particular advisory, it is not the perceived need of the recipients for the information that matters but their general interest in the topic

    DYNAMICS OF IDENTITY THREATS IN ONLINE SOCIAL NETWORKS: MODELLING INDIVIDUAL AND ORGANIZATIONAL PERSPECTIVES

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    This dissertation examines the identity threats perceived by individuals and organizations in Online Social Networks (OSNs). The research constitutes two major studies. Using the concepts of Value Focused Thinking and the related methodology of Multiple Objectives Decision Analysis, the first research study develops the qualitative and quantitative value models to explain the social identity threats perceived by individuals in Online Social Networks. The qualitative value model defines value hierarchy i.e. the fundamental objectives to prevent social identity threats and taxonomy of user responses, referred to as Social Identity Protection Responses (SIPR), to avert the social identity threats. The quantitative value model describes the utility of the current social networking sites and SIPR to achieve the fundamental objectives for averting social identity threats in OSNs. The second research study examines the threats to the external identity of organizations i.e. Information Security Reputation (ISR) in the aftermath of a data breach. The threat analysis is undertaken by examining the discourses related to the data breach at Home Depot and JPMorgan Chase in the popular microblogging website, Twitter, to identify: 1) the dimensions of information security discussed in the Twitter postings; 2) the attribution of data breach responsibility and the related sentiments expressed in the Twitter postings; and 3) the subsequent diffusion of the tweets that threaten organizational reputation
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