The effect of relational context on personal influence

Hikaru Yamamoto, Naohiro Mat Umura

研究成果: Conference contribution

抄録

Previous research on personal influence has focused on the sender, such as influencers or opinion leaders. This paper focuses on the context of personal influence i.e., social relationship between senders and receivers, and attempts to identify the optimal relational context for information cascade. 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 receiver wants to receive information from someone slightly more knowledgeable, not from a distant expert. The context of personal influence 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 relational context and the patterns of influence suggest that many grassroots influentials, rather than a few super influentials, play a central role in information cascade.

本文言語English
ホスト出版物のタイトルProceedings - 2011 IEEE International Conference on Privacy, Security, Risk and Trust and IEEE International Conference on Social Computing, PASSAT/SocialCom 2011
ページ1480-1485
ページ数6
DOI
出版ステータスPublished - 2011
外部発表はい
イベント2011 IEEE International Conference on Privacy, Security, Risk and Trust, PASSAT 2011 and 2011 IEEE International Conference on Social Computing, SocialCom 2011 - Boston, MA, United States
継続期間: 2011 10 92011 10 11

出版物シリーズ

名前Proceedings - 2011 IEEE International Conference on Privacy, Security, Risk and Trust and IEEE International Conference on Social Computing, PASSAT/SocialCom 2011

Other

Other2011 IEEE International Conference on Privacy, Security, Risk and Trust, PASSAT 2011 and 2011 IEEE International Conference on Social Computing, SocialCom 2011
国/地域United States
CityBoston, MA
Period11/10/911/10/11

ASJC Scopus subject areas

  • ハードウェアとアーキテクチャ
  • 安全性、リスク、信頼性、品質管理

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