Firms are increasingly focusing on understanding and managing their social media strategies in order to create discussions and optimize the spread of news in their communities. Most prior studies on information dissemination have mainly focused on the roles of influentials but ignored the essential for noninfluentials. To fill this gap, this paper takes a holistic view of the information dissemination process and investigates how the participation of both influentials and noninfluentials plays a role in affecting the volume and sentiment of microblogs, which are precursors to raise awareness and attraction for brands. To test our hypotheses, we build a novel econometric model and apply it to a dataset collected from the popular microblogging site Twitter. We have the following main results: (1) back-and-forth-type discussions and retweets are effective in generating awareness and positive attractiveness; (2) influentials or mavens (who have many followers but seldom follow others) help generate initial sparks toward microblogging, but during the cascading periods, the noninfluentials play an important role in driving the conversations; and (3) new users who gradually join the discussions also help increase awareness, although they may not generate a positive sentiment. Our results provide important implications for mediating consumer interactions and firms’ marketing strategies.
Information Technology and Management – Springer Journals
Published: Feb 28, 2017
It’s your single place to instantly
discover and read the research
that matters to you.
Enjoy affordable access to
over 18 million articles from more than
15,000 peer-reviewed journals.
All for just $49/month
Query the DeepDyve database, plus search all of PubMed and Google Scholar seamlessly
Save any article or search result from DeepDyve, PubMed, and Google Scholar... all in one place.
Get unlimited, online access to over 18 million full-text articles from more than 15,000 scientific journals.
Read from thousands of the leading scholarly journals from SpringerNature, Elsevier, Wiley-Blackwell, Oxford University Press and more.
All the latest content is available, no embargo periods.
“Hi guys, I cannot tell you how much I love this resource. Incredible. I really believe you've hit the nail on the head with this site in regards to solving the research-purchase issue.”Daniel C.
“Whoa! It’s like Spotify but for academic articles.”@Phil_Robichaud
“I must say, @deepdyve is a fabulous solution to the independent researcher's problem of #access to #information.”@deepthiw
“My last article couldn't be possible without the platform @deepdyve that makes journal papers cheaper.”@JoseServera