Browse > Article
http://dx.doi.org/10.13088/jiis.2012.18.2.107

The Viral Effect of Online Social Network on New Products Promotion: Investigating Information Diffusion on Twitter  

Kim, Hyung-Jin (Korea University Business School)
Son, In-Soo (Korea University Business School)
Lee, Dong-Won (Korea University Business School)
Publication Information
Journal of Intelligence and Information Systems / v.18, no.2, 2012 , pp. 107-130 More about this Journal
Abstract
In Twitter, a user can post a message below 140 characters on his/her account, and can also repost a message of other users who the user follows. The message posted by the user in turn can be seen and reposted by other users who follow the user, which is called Re-tweet (RT). While some messages spread widely, other messages have relatively less or no RT. What factors cause these quantity variances of RT originated from original messages? How can the messages become influential in online social networks? As an effort to answer the above questions, we focused on information vividness, message characteristics, and originator characteristics. In perspective of managerial implication, we expect that the findings of this paper will provide corporations with helpful insight on the Word-of-Mouth (WOM) effect for efficient and effective advertisements and communications when they send a message of new products or services through Social Network Services. In perspective of academic implication, we identify the effect of contents of a message on WOM, which has been dealt with by few social network researches.
Keywords
신제품 프로모션;온라인 소셜네트워크;리트윗;트위터;구전효과;
Citations & Related Records
Times Cited By KSCI : 2  (Citation Analysis)
연도 인용수 순위
1 Anderson, E. W., "Customer Satisfaction and Word of Mouth", Journal of Service Research, Vol.1, No.1(1998), 5-17.   DOI
2 Antonio, D., Descartes' Error : Emotion, Reason, and the Human Brain, GP Putnam Sons, New York, NY, 1994.
3 Arndt, J., "Role of Product-Related Conversations in the Diffusion of a New Product", Journal of Marketing Research, Vol.4, No.3(1967), 291-295.   DOI   ScienceOn
4 Bansal, H. S. and P. A. Voyer, "Word-of-Mouth Processes within a Services Purchase Decision Context", Journal of Service Research, Vol.3, No.2(2000), 166-177.   DOI   ScienceOn
5 Bush, P. S. and M. J. Houston, Marketing : Strategic Foundation, Richard D. Irwin, Inc., Homewood, IL, 1985.
6 Chan, R. Y. K., T. Leung and Y. H. Wong, "The Effectiveness of Environmental Claims for Services Advertising", Journal of Services Marketing, Vol.20, No.4(2006), 233-250.   DOI   ScienceOn
7 Chatterjee, P., "Online Reviews : Do Consumers Use Them?", Advances in Consumer Research, Vol.28(2001), 129-133.
8 Cho, I. and N. Kim, "Recommending Core and Connecting Keywords of Research Area Using Social Network and Data Mining Techniques", Journal of Intelligence and Information Systems, Vol.17, No.1(2011), 127-138.
9 Choi, J. and H. J. Lee, "The Effects of Customer Product Review on Social Presence in Personalized Recommender Systems", Journal of Intelligence and Information Systems, Vol. 17, No.3(2011), 115-130.
10 Choi, H. R. and J. S. Shin, "The Impact of Users' Technology Readiness on the New Services Acceptance : Focus on Mobile Banking Services", Korean Industrial Economic Association, Vol.19, No.1(2006), 131-155.
11 Chu, S.-C. and S. Kamal, "The Effect of Perceived Blogger Credibility and Argument Quality on Message Elaboration and Brand Attitudes : An Exploratory Study", Journal of Interactive Advertising, Vol.8, No.2(2008), 26-37.   DOI
12 Clemons, E. K., G. G. Gao and L. M. Hitt, "When Online Reviews Meet Hyper-Differentiation: A Study of the Craft Beer Industry", Journal of Management Information Systems, Vol.23, No.2(2006), 149-171.   DOI   ScienceOn
13 Davis, F. D., "Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology", MIS Quarterly, Vol.13, No.3(1989), 319-340.   DOI   ScienceOn
14 Dichter, E., "How Word-of-Mouth Advertising Works", Harvard Business Review, Vol.44, No.6(1966), 147-166.
15 Dickerson, M. D. and J. W. Gentry, "Characteristics of Adopters and Non-Adopters of Home computers", Journal of Consumer Research, Vol.10, No.2(1983), 225-235.   DOI   ScienceOn
16 Dolan, R. J., "Emotion, Cognition, and Behavior", Science, Vol.298, No.5596(2002), 1191.   DOI
17 Elberse, A. and J. Eliashberg, "Demand and Supply Dynamics for Sequentially Released Products in International Markets : The Case of Motion Pictures", Marketing Science, Vol.22, No.3 (2003), 329-354.   DOI   ScienceOn
18 Eliashberg, J. and T. S. Robertson, "New Product Pre-Announcing Behavior : A Market Signaling Study", Journal of Marketing Research, Vol.25, No.3(1988), 282-292.   DOI   ScienceOn
19 Eliashberg, J. and S. M. Shugan, "Film Critics : Influencers or Predictors?", Journal of Marketing, Vol.61, No.2(1997), 68-78.   DOI   ScienceOn
20 Engel, J. E., R. D. Blackwell and R. J. Kegerreis, "How Information is Used to Adopt an Innovation", Journal of Advertising Research, Vol.9, No.4(1969), 3-8.
21 Godes, D. and D. Mayzlin, "Using Online Conversations to Study Word-of-Mouth Communication", Marketing Science, Vol.23, No.4 (2004), 545-560.   DOI   ScienceOn
22 Granovetter, M., The Nature of Economic Relationships, Russell Sage Foundation, New York, 1993.
23 Herr, P. M., F. R. Kardes and J. Kim, "Effects of Word-of-Mouth and Product-Attribute Information on Persuasion : An Accessibility- Diagnosticity Perspective", Journal of Consumer Research, Vol.17, No.4(1991), 454-462.   DOI   ScienceOn
24 Katz, E. and P. Lazarsfeld, Personal influence, The Free Press, New Brunswick, NJ, 1955.
25 Hovland, C. I. and W. Weiss, "The Influence of Source Credibility on Communication Effectiveness", Public Opinion Quarterly, Vol.15, No.4(1951), 635-650.   DOI   ScienceOn
26 Ito, T. A., J. T. Larsen, N. K. Smith and J. T. Cacioppo, "Negative Information Weighs More Heavily on the Brain : The Negativity Bias in Evaluative Categorizations", Journal of Personality and Social Psychology, Vol.75, No.4(1998), 887.   DOI
27 Kahneman, D. and A. Tversky, "Prospect Theory : An Analysis of Decision under Risk", Econometrica, Vol.47, No.2(1979), 263-291.   DOI   ScienceOn
28 Kim, N. and M. Kim, "The Effects of Word-of- Mouth Information Quality on Word-of-Mouth Effects in Online Tourism Context", Korean Academic Society of Hospitality Administration, Vol.19, No.4(2010), 59-79.
29 Lariscy, R. W., S. F. Tinkham, H. H. Edwardsand and K. O. Jones, "The "Ground War" of Political Campaigns : Nonpaid Activities in US State Legislative Races", Journalism and Mass Communication Quarterly, Vol.81, No.3(2004), 477-497.   DOI   ScienceOn
30 Lee, J., J. N. Lee and H. Shin, "The Long Tail or the Short Tail : The Category-Specific Impact of eWOM on Sales Distribution", Decision Support Systems, Vol.51, No.3(2011), 466-479.   DOI   ScienceOn
31 Li, F. and T. C. Du, "Who is Talking? An Ontology-based Opinion Leader Identification Framework for Word-of-Mouth Marketing in Online Social Blogs", Decision Support Systems, Vol.51, No.1(2011), 190-197.   DOI   ScienceOn
32 Li, X. and L. M. Hitt, "Self Selection and Information Role of Online Product Reviews", Information Systems Research, Vol.19, No.4 (2008), 456-474.   DOI   ScienceOn
33 Mahajan, V., E. Muller and R. A. Kerin, "Introduction Strategy for New Products with Positive and Negative Word-of-Mouth", Management Science, Vol.30, No.12(1984), 1389- 1404.   DOI   ScienceOn
34 Nam, Y., I. Son and D. Lee, "The Impact of Message Characteristics on Online Viral Diffusion in Online Social Media Services : The Case of Twitter", Journal of Intelligence and Information Systems, Vol.17, No.4(2011), 57-76.
35 Rogers, E. M., Diffusion of Innovations ($4^{th}$ edition), Free Press, New York, NY, 1995.
36 Nisbett, R. E. and L. Ross, Human Inference : Strategies and Shortcomings of Social Judgment, Prentice-Hall, Englewood Cliffs, NJ, 1980.
37 O'Keefe, D. J. and J. D. Jensen, "Do Loss- Framed Persuasive Messages Engender Greater Message Processing than Do Gain-Framed Messages? A Meta-Analytic Review", Communication Studies, Vol.59, No.1(2008), 51-67.   DOI   ScienceOn
38 Robertson, T. S., J. Eliashberg and T. Rymon, "New Product Announcement Signals and Incumbent Reactions", The Journal of Marketing, Vol.59, No.3(1995), 1-15.   DOI   ScienceOn
39 Samson, A., "Understanding the Buzz that Matters : Negative Vs. Positive Word of Mouth", International Journal of Market Research, Vol.48, No.6(2006), 647-657.   DOI
40 Schindler, R. M. and B. Bickart, "Published Word of Mouth : Referable, Consumer-Generated Information on the Internet", in Online Consumer Psychology : Understanding and Influencing Consumer Behavior in the Virtual Eorld (Edited by C. P. Haugtvedt, K. A. Machleit and R. F. Yalch), Lawrence Erlbaum Associates, Inc., Mahwah, NJ, 2005.
41 Senecal, S. and J. Nantel, "The Influence of Online Product Recommendations on Consumers' Online Choices", Journal of Retailing, Vol.80, No.2(2004), 159-169.   DOI   ScienceOn
42 Shelby, A. N., "Communication Quality Revisited : Exploring the Link with Persuasive Effects", Journal of Business Communication, Vol.35, No.3(1998), 387.   DOI   ScienceOn
43 Shen, L. and J. P. Dillard, "The Influence of Behavioral Inhibition/Approach Systems and Message Framing on the Processing of Persuasive Health Messages", Communication Research, Vol.34, No.4(2007), 433-467.   DOI   ScienceOn
44 Shin, D. H. and W. S. Chang, "A Study of the Influence of Source Credibility and the Mediation Effects of Advertising Credibility on the Process of Internet Keyword-Advertising Effects", Cyber-Communication Academic Society, Vol.27, No.1(2010), 139-170.
45 Smith, D., S. Menon and K. Sivakumar, "Online Peer and Editorial Recommendations, Trust, and Choice in Virtual Markets", Journal of interactive marketing, Vol.19, No.3(2005), 15-37.   DOI   ScienceOn
46 Sundar, S. S. and S. Kalyanaraman, "Arousal, Memory, and Impression-Formation Effects of Animation Speed in Web Advertising", Journal of Advertising, Vol.33, No.1(2004), 7-17.   DOI   ScienceOn
47 Song, G., Trend Mining through Social Media Analysis, Daumsoft, Seoul, Korea, 2011.
48 Sternthal, B., R. Dholakia and C. Leavitt, "The Persuasive Effect of Source Credibility : Tests of Cognitive Response", Journal of Consumer Research, Vol.3, No.1(1978), 252-260.
49 Stewart, K. J., "Trust Transfer on the World Wide Web", Organization Science, Vol.14, No.1 (2003), 5-17.   DOI   ScienceOn
50 Turnbull, P. W. and A. Meenaghan, "Diffusion of Innovation and Opinion Leadership", European Journal of Marketing, Vol.14, No.1 (1980), 3-33.   DOI
51 Wasserman, S. and K. Faust, "Social Network Analysis", Sociology, Vol.22, No.1(1994), 109-127.
52 Wind, J. and V. Mahajan, "Marketing Hype: A New Perspective for New Product Research and Introduction", Journal of Product Innovation Management, Vol.4, No.1(1987), 43-49.   DOI   ScienceOn
53 Wu, Y., S. Balasubramanian and V. Mahajan, "When is a Pre-Announced New Product Likely to be Delayed?", Journal of Marketing, Vol.68, No.2(2004), 101-113.   DOI   ScienceOn
54 Zhu, F. and X. Zhang, "Impact of Online Consumer Reviews on Sales : The Moderating Role of Product and Consumer Characteristics", Journal of Marketing, Vol.74, No.2(2010), 133-148.   DOI   ScienceOn