Information Propagation on the Web 2.0: Two Essays on the Propagation of User-Generated Content and How It Is Affected by Social Networks by Mark Elsner (Hardback, 2012)
The diffusion of the Internet has considerably changed the basic principles of information exchange into a structure that is w enabling user-driven information propagation across most markets that was t possible in the previous era of unidirectional mass communication. This study focuses on the submitters' social networks to explain these new propagation processes. Large datasets from a social news site are used to show that it is the size, structure and activity of such networks that mainly influence whether or t certain content achieves a prominent level. Message and content-related factors seem of only marginal importance - at least until the respective content exceeds a threshold of public attention.
Product Identifiers
Publisher
Peter Lang Ag
ISBN-10
363161747x
ISBN-13
9783631617472
eBay Product ID (ePID)
115943814
Product Key Features
Subject
Usage & Writing Guides
Language
English
Type
Textbook
Author
Mark Elsner
Format
Hardback
Additional Product Features
Date of Publication
05/04/2012
Place of Publication
Bern
Series Title
Marketing Im Globalen Wettbewerb-Marketing & Global Competition
Country of Publication
Switzerland
Author Biography
Mark Elsner, business studies (marketing and organisation) and media studies at Mainz and Madrid; executive consultant; research stay at the University of Colorado; PhD at the University of Mainz; PostDoc at the University of Cologne.