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dc.contributor.authorAkçura, Munir Tolga
dc.contributor.authorAltinkemer, K.
dc.contributor.authorChen, H.
dc.date.accessioned2017-07-25T09:14:58Z
dc.date.available2017-07-25T09:14:58Z
dc.date.issued2017
dc.identifier.issn1385-951Xen_US
dc.identifier.urihttp://hdl.handle.net/10679/5469
dc.identifier.urihttps://link.springer.com/article/10.1007/s10799-017-0274-z
dc.description.abstractFirms are increasingly focusing on understanding and managing their social media strategies in order to create discussions and optimize the spread of news in their communities. Most prior studies on information dissemination have mainly focused on the roles of influentials but ignored the essential for noninfluentials. To fill this gap, this paper takes a holistic view of the information dissemination process and investigates how the participation of both influentials and noninfluentials plays a role in affecting the volume and sentiment of microblogs, which are precursors to raise awareness and attraction for brands. To test our hypotheses, we build a novel econometric model and apply it to a dataset collected from the popular microblogging site Twitter. We have the following main results: (1) back-and-forth-type discussions and retweets are effective in generating awareness and positive attractiveness; (2) influentials or mavens (who have many followers but seldom follow others) help generate initial sparks toward microblogging, but during the cascading periods, the noninfluentials play an important role in driving the conversations; and (3) new users who gradually join the discussions also help increase awareness, although they may not generate a positive sentiment. Our results provide important implications for mediating consumer interactions and firms’ marketing strategies.en_US
dc.description.sponsorshipTÜBİTAK
dc.language.isoengen_US
dc.publisherSpringer Natureen_US
dc.relationinfo:turkey/grantAgreement/TUBITAK/111K476
dc.relation.ispartofInformation Technology and Managementen_US
dc.rightsrestrictedAccess
dc.titleNoninfluentials and information dissemination in the microblogging communityen_US
dc.typeArticleen_US
dc.peerreviewedyesen_US
dc.publicationstatuspublisheden_US
dc.contributor.departmentÖzyeğin University
dc.contributor.authorID(ORCID 0000-0003-3982-4720 & YÖK ID 124612) Akçura, Tolga
dc.contributor.ozuauthorAkçura, Munir Tolga
dc.identifier.volume74
dc.identifier.issue4
dc.identifier.doi10.1007/s10799-017-0274-zen_US
dc.subject.keywordsInternet communitiesen_US
dc.subject.keywordsMicrobloggingen_US
dc.subject.keywordsTwitteren_US
dc.subject.keywordsWord of mouthen_US
dc.subject.keywordsEconometric modelsen_US
dc.identifier.scopusSCOPUS:2-s2.0-85014009822
dc.contributor.authorMale1
dc.relation.publicationcategoryArticle - International Refereed Journal - Institutional Academic Staff


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