Abstract
In this paper, authors focused on the difference between successful and unsuccessful items in terms of the innovation and imitation parameters of Bass diffusion model. Each item was scraped by members directly from the minihompies they visit. Top 50 items in terms of total number of adoption are classified as successful items and the 50 items whose total number of adoption was just below the average are classified as unsuccessful items. In particular, authors are interested in investigating the role of influentials in the diffusion process. Influentials are defined as those people whose network centrality (Indegree, Outdegree, and Betweeness centrality) was larger than the mean centrality in their social network. Figure 1 shows the plots of number of scraping, cumulative scraping, indegree, outdegree and betweenness of the people who scraped the most popular item among 100 items.
Recommended Citation
Han, Sang Man; Cha, Kyoung Cheon; and Hong, Jae Weon
(2009)
"인터넷 정보확산의 성공과 실패에 미치는 사회적 네트워크 영향자의 영향,"
Asia Marketing Journal: Vol. 11
:
Iss.
2
, Article 5.
Available at: https://doi.org/10.53728/2765-6500.1237
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This work is licensed under a Creative Commons Attribution 4.0 License.
