The Power of Grassroots Influentials: The Optimal Heterophily between Sender and Receiver
The Power of Grassroots Influentials: The Optimal Heterophily between Sender and Receiver
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草根影响力的力量：发送者和接收者之间的最佳异质性
DOI：
10.1109/cse.2009.354
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发表时间：
2009
期刊：
影响因子：
--
通讯作者：
N. Matsumura
中科院分区：
文献类型：
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作者：
Hikaru Yamamoto;N. Matsumura
以往关于口碑传播的研究主要集中在传播者的属性上，如意见领导力和创新性。本文主要研究口碑发送者和接受者之间的社会关系，并试图确定口碑传播的最佳异质性。使用离线调查数据和在线博客圈数据的经验分析结果提供了两者之间最佳异构性的证据；即，口碑接收者希望从略有知识的人那里接收信息，而不是从遥远的专家那里接收信息。口碑传播的背景也从分级消费者行为和情绪的阶段进行了考察。最后，给出了描述扩散过程的影响模式。这种对最佳异质性和影响模式的分析表明，许多草根影响力，而不是少数超级影响力，在口碑传播中发挥着核心作用。
Previous research on word-of-mouth (WOM) diffusion has focused on the attributes of the sender, such as opinion leadership and innovativeness. This paper focuses on the social relationship between WOM senders and receivers and attempts to identify the optimal heterophily for WOM diffusion. The results of empirical analysis using both offline survey data and online blogosphere data provide evidence of optimal heterophily between the two; i.e., the WOM receiver wants to receive information from someone slightly more knowledgeable, not from a distant expert. The context of WOM communication is also examined in terms of the stage of hierarchical consumer behavior and sentiment. Finally, the patterns of influence are presented to depict the diffusion process. This analysis of optimal heterophily and the patterns of influence suggest that many grassroots influentials, rather than a few super influentials, play a central role in WOM diffusion.
DOI：
--
发表时间：
2006
期刊：
Journal of Soft Computing,Springer Verlag (Online first)
影响因子：
--
作者：
Naohiro Matrsumura;David E.Goldberg;Xavier Llora
通讯作者：
Xavier Llora
在博客圈中寻找影响者和消费者洞察
DOI：
--
发表时间：
2008
期刊：
Proc. International Conference on Weblogs and Social Media (ICWSM)
影响因子：
--
作者：
Matsumura;Naohiro・Yamamoto;Hikaru・Daisuke;Tomozawa
通讯作者：
Tomozawa