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인터넷 정보확산의 성공과 실패에 미치는 사회적 네트워크 영향자의 영향
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Type
Academic journal
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Journal
한국마케팅학회AMJ ASIA MARKETING JOURNAL Vol.11 No.2 KCI Accredited Journals
Published
2009.7
Pages
73 - 96 (24page)

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인터넷 정보확산의 성공과 실패에 미치는 사회적 네트워크 영향자의 영향
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In this paper, authors focused on the difference between successful and unsuccessful items in terms of the innovation and imitation parameters of Bass diffusion model. Each item was scraped by members directly from the minihompies they visit. Top 50 items in terms of total number of adoption are classified as successful items and the 50 items whose total number of adoption was just below the average are classified as unsuccessful items. In particular, authors are interested in investigating the role of influentials in the diffusion process. Influentials are defined as those people whose network centrality (Indegree, Outdegree, and Betweeness centrality) was larger than the mean centrality in their social network. Figure 1 shows the plots of number of scraping, cumulative scraping, indegree, outdegree and betweenness of the people who scraped the most popular item among 100 items.
#영향자 #사회적 네트워크 #Bass 확산 #혁신효과 #모방효과 #인터넷 스크랩 #Internet Ad #Image scale Adjective #Network analysis #Computer and IT industry

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References (24)

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1. [단행본] - 구자룡 / 2006 / 바이럴 버즈 입소문 마케팅 혁명 / 지아이지오커뮤니케이션즈 google schola 2. [학술지(정기간행물)] - 박세훈 / 2002 / 다세대 내구성 소비재의 수요분석을 위한 확산모형 / 경영학연구 31 (6) : 2 ~ 1525 dbpia 3. [학술지(정기간행물)] - 한상만 / 2006 / 마케팅에서 Network 연구를 위한 탐색적 고찰 / 소비자학연구 17 (4) : 61 ~ 88 dbpia 4. [학술지(정기간행물)] - 홍재원 / 2007 / 인터넷에서의 확산에서 허브와 브로커의 경로구성원으로서의 역할에 관한 연구 / 소비자학연구 18 (4) : 113 ~ 135 dbpia 5. [단행본] - Barabasi, Albert-Laszlo / 2002 / Linked:The New Science of Networks / Perseus google schola

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