Earticle

초록

영어

This study aims to investigate the effect of message content and source user identity on information diffusion in Twitter networks. For the empirical study, we collected 11,346 tweets pertaining to the three major mobile telecom carriers in Korea for three months, from September to December 2011. These tweets generated 59,111 retweets (RTs) and were retweeted at least once. Our analysis indicates that information diffusion in Twitter in terms of RT volume is affected primarily by the type of message content, such as the inclusion of corporate social responsibility activities. However, the effect of message content on information diffusion is heterogeneous to the identity of the information source. We argue that user identity affects recipients’ perception of the credibility of focal information. Our study offers insights into the information diffusion mechanism in online social networks and provides managerial implications on the strategic utilization of online social networks for marketing communications with customers.

목차

ABSTRACT
 Ⅰ. Introduction
 Ⅱ. Research Context
  2.1. Twitter as a Communication Channel
  2.2. Use of Twitter in the Korean Mobile Telecom Market
 Ⅲ. Theoretical Background and Research Model
  3.1. Communication Theories on Message and Information Source
  3.2. Message Content and Information Diffusion
  3.4. Control Variables
 Ⅳ. Research Method
  4.1. Data
  4.2. Empirical Estimation
 Ⅴ. Empirical Results
  5.1. Results of Retweet Volume
  5.2. Results of Additional Analysis
 Ⅵ. Discussion
 Ⅶ. Conclusion
 

저자

• Insoo Son [ Post-Doctoral, Korea University Business School and Kogod School of Business, American University, USA ]
• Young-kyu Kim [ Assistant Professor, Korea University Business School, Korea ]
• Dongwon Lee [ Associate Professor, Korea University Business School, Korea ] Corresponding Author

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