트위터 메세지 특성에 따른 온라인 구전효과에 대한 분석The Impact of Message Characteristics on Online Viral Diffusion in Online Social Media Services : The Case of Twitter
- Other Titles
- The Impact of Message Characteristics on Online Viral Diffusion in Online Social Media Services : The Case of Twitter
- Authors
- 남영우; 손인수; 이동원
- Issue Date
- 2011
- Publisher
- 한국지능정보시스템학회
- Keywords
- 정보확산; 메세지 특성; 소셜미디어; 트위터
- Citation
- 지능정보연구, v.17, no.4, pp.75 - 94
- Indexed
- KCI
- Journal Title
- 지능정보연구
- Volume
- 17
- Number
- 4
- Start Page
- 75
- End Page
- 94
- URI
- https://scholar.korea.ac.kr/handle/2021.sw.korea/113527
- ISSN
- 2288-4866
- Abstract
- In this paper, we explore the information diffusion mechanism under social network environments by investigating the effect of message characteristics on the volume and speed of retweeting in Twitter, a popular online social media service. To this end, we select eight main keywords (i.e., ‘무상급식’, ‘반값등록금’, ‘나가수’, ‘평창’, ‘김연아’, ‘박태환’, ‘아이폰’, ‘갤럭시’) that have been popular on online social media in recent days. Each keyword represents various social aspects of Korea that recently grab people’s attention such as political issues, entertainment, sports celebrities, and the latest digital products, and eventually holds distinctive message characteristics. Analyzing the frequency and velocity of retweeting for each keyword, we find that more than half of the sample messages posted on Twitter contain personal opinions for the certain keyword, but we also find that the tweets which include objective messages with hyperlink are the fastest ones when being retweeted by other followers. In overall, when being retweeted, the group of messages related to the certain keyword present distinctive diffusion patterns and speed according to message characteristics. From academic perspective, the findings in the study broaden our theoretical knowledge of information diffusion mechanism over online social media. For practitioners, the results also provide managerial implications regarding how to strategically utilize online social media for marketing communications with customers.
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Collections - Korea University Business School > Department of Business Administration > 1. Journal Articles
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