Influential Users in Social Network Services: The Contingent Value of Connecting User Status and Brokerage

Data Base for Advances in Information Systems, February 2018, 49(1), pp. 13-31

38 Pages Posted: 13 Jun 2018

See all articles by Young-Kyu Kim

Young-Kyu Kim

Korea University Business School; Harvard Law School Program on the Legal Profession

Dongwon Lee

Korea University Business School

Janghyuk Lee

Korea University, Business School

Jihwan Lee

KAIST College of Business

Detmar Straub

Georgia State University

Date Written: May 26, 2018

Abstract

Social network services (SNSs) are fundamentally transforming the way businesses communicate with customers. Key issues in understanding social media and such services include how to generate more information traffic and how to increase information exposure. Unlike previous studies in the research stream studying patterns of information diffusion, we investigate the role of influential Twitter users, focusing on their positions in social networks, in redistributing contents generated by other users. To do this, we employ sociological theories in determining which characteristics of connecting users provide more influence. Specifically, a connecting user’s position in networks observable to audience affects the user’s influence in a way that connecting users with relatively high status and those embedded in a closely connected community exert the greatest impact on the network. Moreover, the value of a connecting user’s network position can be contingent on the source user’s status and network position: a high-status connecting user contributes more to information diffusion when tweets are generated by a low-status source user and a connecting user who is embedded in a well-connected network contributes more to information diffusion when tweets are generated by a source user in a brokerage position. After exploring data on tweets about Apple products and services, we find evidence that support this set of theoretical claims. Such findings would also provide a useful guidance for practitioners to enhance information diffusion by effectively designing the sequence of content recipients based on their network positions.

Keywords: Brokerage; Connecting User; Information Diffusion; Information Flow Network; Social Network Analysis (SNA); Social Network Services (SNS); Status

Suggested Citation

Kim, Young-Kyu and Lee, Dongwon and Lee, Janghyuk and Lee, Jihwan and Straub, Detmar, Influential Users in Social Network Services: The Contingent Value of Connecting User Status and Brokerage (May 26, 2018). Data Base for Advances in Information Systems, February 2018, 49(1), pp. 13-31. Available at SSRN: https://ssrn.com/abstract=3185209

Young-Kyu Kim (Contact Author)

Korea University Business School ( email )

Anam-Dong, Seongbuk-Gu
Seoul 136-701, 136701
Korea

Harvard Law School Program on the Legal Profession ( email )

1585 Massachusetts Avenue
Wasserstein Hall, Suite 5018
Cambridge, MA 02138
United States

Dongwon Lee

Korea University Business School ( email )

Anam-Dong, Seongbuk-Gu
Seoul, 136701
Korea, Republic of (South Korea)

HOME PAGE: http://dongwon.info

Janghyuk Lee

Korea University, Business School ( email )

1 Anam-dong 5 ka
Seoul, 136-701
Korea, Republic of (South Korea)
+82-2-3290-2819 (Phone)
+82-2-922-7222 (Fax)

HOME PAGE: http://biz.korea.ac.kr/professor/janglee

Jihwan Lee

KAIST College of Business ( email )

85 Hoegiro Dongdaemun-Gu
Seoul 130-722, 130-722
Korea, Republic of (South Korea)

Detmar Straub

Georgia State University ( email )

35 Broad Street
Atlanta, GA 30303-3083
United States

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