The network effect on information dissemination on social network sites

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.