Influence of network density on information diffusion on social network sites: The mediating effects of transmitter activity

Pin Luarn, Yu Ping Chiu*

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

10 Citations (Scopus)

Abstract

Information diffusion through social network sites is a new and important context that has received scant attention in extant research. This study developed a Facebook application to uncover the influence of network density and transmitter activity on the information diffusion process. The results showed that network density is positively related to transmitter activity on social network sites. In addition, transmitter activity partially mediated the effect of network density on the extent of information viewed and retransmitted. That is, transmitter activity can affect the information diffusion process, and the activity effect is plausible and should become stronger as social networks become denser. The findings of this study provide useful implications, not only for theory in the social network, but also useful references and suggestions to marketing practitioners.

Original languageEnglish
Pages (from-to)389-397
Number of pages9
JournalInformation Development
Volume32
Issue number3
DOIs
Publication statusPublished - 2014 Jun
Externally publishedYes

Keywords

  • Facebook
  • information diffusion
  • network density
  • social network sites
  • transmitter activity

ASJC Scopus subject areas

  • Library and Information Sciences

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