Virtual Communities and Collaboration
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Paper Type
ERF
Paper Number
1029
Description
Online communities and social media enable businesses and individuals to promote their images, ideas, and campaigns widely through viral memes. Network nodes in these communities play an important role in ensuring effective spreading of content. However, suitable measures that can be used to gauge the effectiveness of information campaigns in temporal networks are not available. This research explores the use of nodal centrality to measure effectiveness of online message diffusion. The research compares different centrality measures against a benchmark measure by studying diffusion of 2,318,691 tweets posted by over 740,070 users who discussed trafficking crimes and issues. Contiguous temporal networks of user interactions were constructed to examine message diffusion over time. The results show that the HITS hub score outperformed four other measures in replicating the benchmark model's information diffusion process. The study has strong implication for online campaign evaluation and strategic communication.
Recommended Citation
Chung, Wingyan and Chung, Lydia, "Exploring the Use of Nodal Centrality in Measuring Online Message Diffusion" (2021). AMCIS 2021 Proceedings. 1.
https://aisel.aisnet.org/amcis2021/virtual_communities/virtual_communities/1
Exploring the Use of Nodal Centrality in Measuring Online Message Diffusion
Online communities and social media enable businesses and individuals to promote their images, ideas, and campaigns widely through viral memes. Network nodes in these communities play an important role in ensuring effective spreading of content. However, suitable measures that can be used to gauge the effectiveness of information campaigns in temporal networks are not available. This research explores the use of nodal centrality to measure effectiveness of online message diffusion. The research compares different centrality measures against a benchmark measure by studying diffusion of 2,318,691 tweets posted by over 740,070 users who discussed trafficking crimes and issues. Contiguous temporal networks of user interactions were constructed to examine message diffusion over time. The results show that the HITS hub score outperformed four other measures in replicating the benchmark model's information diffusion process. The study has strong implication for online campaign evaluation and strategic communication.
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