The power of grassroots influentials: The optimal hetorophily between sender and receiver

Hikaru Yamamoto, Naohiro Matusmura

Research output: Chapter in Book/Report/Conference proceedingConference contribution

3 Citations (Scopus)

Abstract

Previous research on word-of-mouth (WOM) diffusion has focused on the attributes of the sender, such as opinion leadership and innovativeness. This paper focuses on the social relationship between WOM senders and receivers and attempts to identify the optimal heterophily for WOM diffusion. The results of empirical analysis using both offline survey data and online blogosphere data provide evidence of optimal heterophily between the two; i.e., the WOM receiver wants to receive information from someone slightly more knowledgeable, not from a distant expert. The context of WOM communication is also examined in terms of the stage of hierarchical consumer behavior and sentiment. Finally, the patterns of influence are presented to depict the diffusion process. This analysis of optimal heterophily and the patterns of influence suggest that many grassroots influentials, rather than a few super influentials, play a central role in WOM diffusion.

Original languageEnglish
Title of host publicationProceedings - 12th IEEE International Conference on Computational Science and Engineering, CSE 2009 - 2009 IEEE International Conference on Social Computing, SocialCom 2009
Pages456-462
Number of pages7
DOIs
Publication statusPublished - 2009 Dec 4
Externally publishedYes
Event2009 IEEE International Conference on Social Computing, SocialCom 2009 - Vancouver, BC, Canada
Duration: 2009 Aug 292009 Aug 31

Publication series

NameProceedings - 12th IEEE International Conference on Computational Science and Engineering, CSE 2009
Volume4

Other

Other2009 IEEE International Conference on Social Computing, SocialCom 2009
CountryCanada
CityVancouver, BC
Period09/8/2909/8/31

Keywords

  • Data mining
  • Optimal heterophily
  • Word-of-mouth

ASJC Scopus subject areas

  • Computational Theory and Mathematics
  • Computer Science Applications
  • Software

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    Yamamoto, H., & Matusmura, N. (2009). The power of grassroots influentials: The optimal hetorophily between sender and receiver. In Proceedings - 12th IEEE International Conference on Computational Science and Engineering, CSE 2009 - 2009 IEEE International Conference on Social Computing, SocialCom 2009 (pp. 456-462). [5284178] (Proceedings - 12th IEEE International Conference on Computational Science and Engineering, CSE 2009; Vol. 4). https://doi.org/10.1109/CSE.2009.354