Paper ID
2226
Paper Type
short
Description
The rapid development of social media has fundamentally changed the way we collaborate and communicate. In this study, we develop a multiplex network based multi- media framework to characterize the interplay between online and offline communications. Using a longitudinal dataset, we modeled and estimated the joint dynamics of online and offline communications to show that there exists asymmetry in how online and offline networks affect each other. More specifically, we found that online ties complemented offline connections through positive associations, whereas offline ties substituted online ties through negative associations. In addition, we uncovered that individuals are more likely to reciprocate within a single network, and less likely to reciprocate across different networks. Through this study, we seek to contribute to the social media communication literature as well as the social network literature. Furthermore, findings from this study have key managerial implications for both marketing professionals, as well as educators.
Recommended Citation
Ding, Dan; Bhattacharya, Prasanta; and Phan, Tuan Q., "A Tale of Two Networks: Characterizing the Interplay between Online and Offline Communication Networks" (2019). ICIS 2019 Proceedings. 12.
https://aisel.aisnet.org/icis2019/crowds_social/crowds_social/12
A Tale of Two Networks: Characterizing the Interplay between Online and Offline Communication Networks
The rapid development of social media has fundamentally changed the way we collaborate and communicate. In this study, we develop a multiplex network based multi- media framework to characterize the interplay between online and offline communications. Using a longitudinal dataset, we modeled and estimated the joint dynamics of online and offline communications to show that there exists asymmetry in how online and offline networks affect each other. More specifically, we found that online ties complemented offline connections through positive associations, whereas offline ties substituted online ties through negative associations. In addition, we uncovered that individuals are more likely to reciprocate within a single network, and less likely to reciprocate across different networks. Through this study, we seek to contribute to the social media communication literature as well as the social network literature. Furthermore, findings from this study have key managerial implications for both marketing professionals, as well as educators.