A picture is worth a thousand words: an empirical study on the influence of content visibility on diffusion processes within a virtual world

Jankowski Jarosław, Bródka Piotr, Juho Hamari

    Tutkimustuotos: ArtikkeliTieteellinenvertaisarvioitu

    20 Sitaatiot (Scopus)

    Abstrakti

    Studying information diffusion and the spread of goods in the real world and in many digital services can be extremely difficult since information about the information flows is challenging to accurately track. How information spreads has commonly been analysed from the perspective of homophily, social influence, and initial seed selection. However, in virtual worlds and virtual economies, the movements of information and goods can be precisely tracked. Therefore, these environments create laboratories for the accurate study of information diffusion characteristics that have been difficult to study in prior research. In this paper, we study how content visibility as well as sender and receiver characteristics, the relationship between them, and the types of multilayer social network layers affect content absorption and diffusion in virtual world. The results show that prior visibility of distributed content is the strongest predictor of content adoption and its further spread across networks. Among other analysed factors, the mechanics of diffusion, content quality, and content adoption by users’ neighbours on the social activity layer had very strong influences on the adoption of new content.
    AlkuperäiskieliEnglanti
    Sivut926-945
    JulkaisuBehaviour and Information Technology
    Vuosikerta35
    Numero11
    DOI - pysyväislinkit
    TilaJulkaistu - 2016
    OKM-julkaisutyyppiA1 Alkuperäisartikkeli tieteellisessä aikakauslehdessä

    Tutkimusalat

    • Virtual world
    • computational network science
    • multilayer networks
    • social influence
    • viral marketing
    • virtual goods

    Julkaisufoorumi-taso

    • Jufo-taso 1

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