Modeling the role of message content and influencers in social media rebroadcasting

Yuchi Zhang, Wendy W. Moe and David A. Schweidel

International Journal of Research in Marketing, 2017, vol. 34, issue 1, 100-119

Abstract: We develop a model that examines the role of content, content-user fit, and influence on social media rebroadcasting behavior. While previous research has studied the role of content or the role of influence in the spread of social media content separately, none has simultaneously examined both in an effort to assess the relative effects of each. Our modeling approach also accounts for a message's “fit” with users, based on the content of the message and the content of messages typically shared by users.

Keywords: Social media; Social influence; Text mining; Twitter; Bayesian estimation (search for similar items in EconPapers)
Date: 2017
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Citations: View citations in EconPapers (28)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:ijrema:v:34:y:2017:i:1:p:100-119

DOI: 10.1016/j.ijresmar.2016.07.003

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