Social influence and the diffusion of user-created content
Proceedings of the 10th ACM conference on Electronic commerce
Firm-Created Word-of-Mouth Communication: Evidence from a Field Test
Marketing Science
The structure of online diffusion networks
Proceedings of the 13th ACM Conference on Electronic Commerce
Studying Diffusion of Viral Content at Dyadic Level
ASONAM '12 Proceedings of the 2012 International Conference on Advances in Social Networks Analysis and Mining (ASONAM 2012)
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Authors propose a conceptual model of participation in viral diffusion process composed of four stages: awareness, infection, engagement and action. To verify the model it has been applied and studied in the virtual social chat environment settings. The study investigates the behavioural paths of actions that reflect the stages of participation in the diffusion and presents shortcuts, that lead to the final action --- the attendance in a virtual event. The results show that the participation in each stage of the process increases the probability of reaching the final action. Nevertheless, the majority of users involved in the virtual event did not go through each stage of the process but followed the shortcuts. That suggests that the viral diffusion process is not necessarily a linear sequence of human actions but rather a dynamic system.