발간년도 : [2014]
| 논문정보 |
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| 논문명(한글) |
[Vol.9, No.6] Effect of the Network Influentials on Diffusion of Firm Twit in the Microblog |
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| 논문투고자 |
Jae-Won Hong |
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| 논문내용 |
Recently, new media is more important communication channel such as Twitter, Facebook, Google, smart phones, and KakaoTalk. New media is base on social networking among people. In the rapidly evolving digital society, the new media has become the center of a our new lifestyle. In this study, we want to explore the effect of network influentials on a diffusion of firm tweet in online micro-blog. Research data are consist of two types. First type is a message data which include 20 million crawling twitter messages for diffusion phenomenon. And second type is a relation data which include 1.4 billion of follower and following information of members for identify social networks. Firm twitter account was traced from twitter site comparing with research data. Account verification is needed for the research. In this study, in 2009, to be included in Fortune 100 companies in the United States were included. Through a series of this steps, Author explorer factors of influence on firm tweet diffusion on micro-blog. As a result, people with high social activity it is important to target. Especially the people who send massage to their neighbors is more important than produce a large amount of messages. In addition, relate to the distribution of the message, only a small number of messages have mega hit. So it need to be considered network influentials of social network for high size of diffusion. The results obtained through this study, a micro-blog is important to firm's communication strategy. |
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