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논문 기본 정보
- 자료유형
- 학술저널
- 저자정보
- 저널정보
- 한국경영정보학회 Asia pacific journal of information systems Asia pacific journal of information systems 제25권 제2호
- 발행연도
- 2015.1
- 수록면
- 239 - 264 (26page)
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This study aims to investigate the effect of message content and source user identity on information diffusion in Twitter networks. For the empirical study, we collected 11,346 tweets pertaining to the three major mobile telecom carriers in Korea for three months, from September to December 2011. These tweets generated 59,111 retweets (RTs) and were retweeted at least once. Our analysis indicates that information diffusion in Twitter in terms of RT volume is affected primarily by the type of message content, such as the inclusion of corporate social responsibility activities. However, the effect of message content on information diffusion is heterogeneous to the identity of the information source. We argue that user identity affects recipients' perception of the credibility of focal information. Our study offers insights into the information diffusion mechanism in online social networks and provides managerial implications on the strategic utilization of online social networks for marketing communications with customers.
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참고문헌 (65)
참고문헌 신청
Aaker, D. / 1982 / Characteristics of TV Commercials Perceived as Informative / Journal of Advertising Research 22(2):161~170
Allport, G. / 1965 / The Psychology of Rumor / Russell and Russell
Balmer, J. M. T. / 2006 / Corporate Marketing: Integrating Corporate Identity, Corporate Branding, Corporate Communications, Corporate Image, and Corporate Reputation / European Journal of Marketing 40(7/8):730~741
Basil, M. D. / 1994 / Interpersonal Communication in News Diffusion : A Study of"Magic"Johnson’s Announcement / Journalism and Mass Communication Quarterly 71(2):305~320
Bardoel, J. / 2001 / Network Journalism:Converging Competences of Media Professionals and Professionalism / Australian Journalism Review 23(2):91~103
Allport, G. / 1965 / The Psychology of Rumor / Russell and Russell
Balmer, J. M. T. / 2006 / Corporate Marketing: Integrating Corporate Identity, Corporate Branding, Corporate Communications, Corporate Image, and Corporate Reputation / European Journal of Marketing 40(7/8):730~741
Basil, M. D. / 1994 / Interpersonal Communication in News Diffusion : A Study of"Magic"Johnson’s Announcement / Journalism and Mass Communication Quarterly 71(2):305~320
Bardoel, J. / 2001 / Network Journalism:Converging Competences of Media Professionals and Professionalism / Australian Journalism Review 23(2):91~103
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