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.
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.
Peter Lang AG
Date of Publication
Usage & Writing Guides
Marketing Im Globalen Wettbewerb - Marketing & Global Competition