Impact of social network structure on content propagation: A study using YouTube data

Yoganarasimhan, Hema

doi:10.1007/s11129-011-9105-4

Cited by 173 publications

(119 citation statements)

References 36 publications

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“…However, likeability should preferably result from the fact that consumers see the influencer as a valuable source of information -an opinion leader -rather than merely from popularity. As number of followers indicates audience size and influencers disseminate their ideas among them, having more followers accelerates the diffusion of information (Yoganarasimhan, 2012). A high number of followers could thus be advantageous to the exertion of opinion leadership as ideas are spread more widely and rapidly and consequently, interpersonal influence is enhanced (Cha, Haddadi, Benevenuto, and Gummadi 2010).…”

Section: Theoretical Background and Hypotheses Development The Impactmentioning

confidence: 99%

Marketing through Instagram influencers: the impact of number of followers and product divergence on brand attitude

Veirman

Cauberghe

Hudders

2017

International Journal of Advertising

1,373

858

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Findings from two experiments show that Instagram influencers with high numbers of followers are considered more likeable, mostly because they are considered more popular. Important, only in limited cases, perceptions of popularity due to the influencer's number of followers, lead to perceptions of opinion leadership. Furthermore, one should also take into account number of followees, as very low numbers of followees might negatively impact popular influencers' likeability. Also, cooperating with influencers with high numbers of followers might not be the best marketing choice for promoting divergent products, as this lowers the brand's perceived uniqueness and consequently brand attitudes.

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Section: Theoretical Background and Hypotheses Development The Impactmentioning

confidence: 99%

Marketing through Instagram influencers: the impact of number of followers and product divergence on brand attitude

Veirman

Cauberghe

Hudders

2017

International Journal of Advertising

1,373

858

View full text Add to dashboard Cite

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“…As described by Yoganarasimhan (2012) in her study of the effect of bloggers' social relationships on the propagation of YouTube.com videos, one way of conceptualizing the virality of videos is the extent to which they are shared across social networks. Unlike in that paper, this paper does not have data on the underlying social relationships between the 10 Ealier versions of the paper also checked that the result was not an artifact of the fact that total views includes views of derivatives of the original ad.…”

mentioning

confidence: 99%

The Reach and Persuasiveness of Viral Video Ads

Tucker

2015

Marketing Science

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Many video ads are designed to go 'viral,' so that the total number of views they receive depends on customers sharing the ads with their friends. This paper explores the relationship between number of views and how persuasive the ad is at convincing consumers to purchase or to adopt a favorable attitude towards the product. The analysis combines data on the total views of 400 video ads, and crowd-sourced measurement of advertising persuasiveness among 24,000 survey responses. Persuasiveness is measured by randomly exposing half of these consumers to a video ad and half to a similar placebo video ad, and then surveying their attitudes towards the focal product. Relative ad persuasiveness is on average 10% lower for every one million views that the video ad achieves. The exceptions to this pattern were ads that generated both views and large numbers of comments, and video ads that attracted comments that mentioned the product by name. There is suggestive evidence that such ads remained effective because they attracted views due to humor rather than because they were outrageous.

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“…Ghose and Han (2009) state that little is known about how content creation is related to content usage or social network characteristics. Goldenberg et al (2009), Katona et al (2011), andYoganarasimhan (2011) document that network structure matters in the di¤usion of content. Narayan and Yang (2007) model the tendency to form ties, but do not consider the role of content.…”

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confidence: 99%

Social Ties and User-Generated Content: Evidence from an Online Social Network

2013

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We use variation in wind speeds at sur…ng locations in Switzerland as plausibly exogenous shifters of users'propensity to post content about their sur…ng activity onto an online social network. We exploit this variation to test whether users'online content generation activity a¤ects their social ties, and whether ties in turn a¤ects content generation. Under weak monotonicity assumptions, we also estimate nonparametric bounds on these e¤ects. Economically signi…cant e¤ects of the type above can produce positive feedback that generates local network e¤ects in content generation. When quantitatively signi…cant, the increased content and tie density arising from the network e¤ect induces more visitation and browsing on the site, which fuels growth by generating advertising revenue. We …nd evidence for such network e¤ects.

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Impact of social network structure on content propagation: A study using YouTube data

Cited by 173 publications

References 36 publications

Marketing through Instagram influencers: the impact of number of followers and product divergence on brand attitude

Marketing through Instagram influencers: the impact of number of followers and product divergence on brand attitude

The Reach and Persuasiveness of Viral Video Ads

Social Ties and User-Generated Content: Evidence from an Online Social Network

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