The network effect on information dissemination on social network sites

Pin Luarn, Jen Chieh Yang, Yu Ping Chiu*

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

40 Citations (Scopus)

Abstract

Interconnections between people on social network sites enhance the process of information dissemination and amplify the influence of that information. This study designed a Facebook application to examine the influence of peoples' network on information dissemination. The results showed that both network degree and network cluster significantly affected information dissemination frequency. In other words, people with more connections and with high clustered connections might exert a greater influence on their information dissemination process. The findings of this study have useful implications for the theory of network effect, as well as useful references and suggestions for marketers.

Original languageEnglish
Pages (from-to)1-8
Number of pages8
JournalComputers in Human Behavior
Volume37
DOIs
Publication statusPublished - 2014 Aug
Externally publishedYes

Keywords

  • Facebook
  • Information dissemination
  • Network effect
  • Social network sites

ASJC Scopus subject areas

  • Arts and Humanities (miscellaneous)
  • Human-Computer Interaction
  • Psychology(all)

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