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Network Overlap and Content Sharing on Social Media Platforms
| Content Provider | Semantic Scholar |
|---|---|
| Author | Peng, Jing Agarwal, Ashish Hosanagar, Kartik Iyengar, Raghuram |
| Copyright Year | 2018 |
| Abstract | AbstractImproving content sharing on social media platforms helps firms enhance the efficacy of their marketing campaigns. The authors study the impact of network overlap—the overlap in network connections between two users—on content sharing in directed social media platforms. The authors propose a hazards model that flexibly captures the impact of three measures of network overlap (i.e., common followees, common followers, and common mutual followers) on content sharing. Using data on content sharing from two directed social media platforms (Twitter and Digg), the authors establish that a receiver is more likely to share content from a sender with whom they share more common followees, common followers, or common mutual followers even after accounting for other measures. In addition, common followers have a higher effect than common mutual followers on the sharing propensity of the receiver. Finally, the effect of common followers and common mutual followers is positive when the content is novel but dec... |
| Starting Page | 571 |
| Ending Page | 585 |
| Page Count | 15 |
| File Format | PDF HTM / HTML |
| DOI | 10.1509/jmr.14.0643 |
| Volume Number | 55 |
| Alternate Webpage(s) | https://faculty.wharton.upenn.edu/wp-content/uploads/2016/01/network_overlap.pdf |
| Alternate Webpage(s) | https://doi.org/10.1509/jmr.14.0643 |
| Language | English |
| Access Restriction | Open |
| Content Type | Text |
| Resource Type | Article |
