UID:
almahu_9948664320102882
Format:
1 online resource (131 p.)
Edition:
1st, New ed.
ISBN:
9783653016635
Series Statement:
Marketing im globalen Wettbewerb / Marketing & Global Competition 2
Content:
The diffusion of the Internet has considerably changed the basic principles of information exchange into a structure that is now enabling user-driven information propagation across most markets that was not possible in the previous era of unidirectional mass communication. This study focuses on the submitters’ social networks to explain these new propagation processes. Large datasets from a social news site are used to show that it is the size, structure and activity of such networks that mainly influence whether or not certain content achieves a prominent level. Message and content-related factors seem of only marginal importance – at least until the respective content exceeds a threshold of public attention.
Note:
Doctoral Thesis
,
Contents: User-generated content – Information propagation on the Web 2.0 – Opinion leadership – Multivariate timing models.
Additional Edition:
ISBN 9783631617472
Language:
English
DOI:
10.3726/978-3-653-01663-5
URL:
https://www.peterlang.com/view/product/14933?format=EPDF
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