The effect of relational context on personal influence

Hikaru Yamamoto, Naohiro Mat Umura

研究成果: Conference contribution

抜粋

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.

元の言語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
出版物ステータスPublished - 2011 12 1
外部発表Yes
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
United States
Boston, MA
期間11/10/911/10/11

ASJC Scopus subject areas

  • Hardware and Architecture
  • Safety, Risk, Reliability and Quality

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  • これを引用

    Yamamoto, H., & Umura, N. M. (2011). The effect of relational context on personal influence. : Proceedings - 2011 IEEE International Conference on Privacy, Security, Risk and Trust and IEEE International Conference on Social Computing, PASSAT/SocialCom 2011 (pp. 1480-1485). [6113329] (Proceedings - 2011 IEEE International Conference on Privacy, Security, Risk and Trust and IEEE International Conference on Social Computing, PASSAT/SocialCom 2011). https://doi.org/10.1109/PASSAT/SocialCom.2011.66