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

Hikaru Yamamoto, Naohiro Matusmura

研究成果: Conference contribution

3 被引用数 (Scopus)

抄録

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.

本文言語English
ホスト出版物のタイトルProceedings - 12th IEEE International Conference on Computational Science and Engineering, CSE 2009 - 2009 IEEE International Conference on Social Computing, SocialCom 2009
ページ456-462
ページ数7
DOI
出版ステータスPublished - 2009
外部発表はい
イベント2009 IEEE International Conference on Social Computing, SocialCom 2009 - Vancouver, BC, Canada
継続期間: 2009 8 292009 8 31

出版物シリーズ

名前Proceedings - 12th IEEE International Conference on Computational Science and Engineering, CSE 2009
4

Other

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

ASJC Scopus subject areas

  • 計算理論と計算数学
  • コンピュータ サイエンスの応用
  • ソフトウェア

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