TY - GEN
T1 - The effect of relational context on personal influence
AU - Yamamoto, Hikaru
AU - Umura, Naohiro Mat
PY - 2011
Y1 - 2011
N2 - Previous research on personal influence has focused on the sender, such as influencers or opinion leaders. This paper focuses on the context of personal influence i.e., social relationship between senders and receivers, and attempts to identify the optimal relational context for information cascade. The results of empirical analysis using both offline survey data and online blogosphere data provide evidence of optimal heterophily between the two; i.e., the receiver wants to receive information from someone slightly more knowledgeable, not from a distant expert. The context of personal influence is also examined in terms of the stage of hierarchical consumer behavior and sentiment. Finally, the patterns of influence are presented to depict the diffusion process. This analysis of relational context and the patterns of influence suggest that many grassroots influentials, rather than a few super influentials, play a central role in information cascade.
AB - Previous research on personal influence has focused on the sender, such as influencers or opinion leaders. This paper focuses on the context of personal influence i.e., social relationship between senders and receivers, and attempts to identify the optimal relational context for information cascade. The results of empirical analysis using both offline survey data and online blogosphere data provide evidence of optimal heterophily between the two; i.e., the receiver wants to receive information from someone slightly more knowledgeable, not from a distant expert. The context of personal influence is also examined in terms of the stage of hierarchical consumer behavior and sentiment. Finally, the patterns of influence are presented to depict the diffusion process. This analysis of relational context and the patterns of influence suggest that many grassroots influentials, rather than a few super influentials, play a central role in information cascade.
KW - Behavioral change
KW - Influentials
KW - Social influence
UR - http://www.scopus.com/inward/record.url?scp=84856145845&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=84856145845&partnerID=8YFLogxK
U2 - 10.1109/PASSAT/SocialCom.2011.66
DO - 10.1109/PASSAT/SocialCom.2011.66
M3 - Conference contribution
AN - SCOPUS:84856145845
SN - 9780769545783
T3 - Proceedings - 2011 IEEE International Conference on Privacy, Security, Risk and Trust and IEEE International Conference on Social Computing, PASSAT/SocialCom 2011
SP - 1480
EP - 1485
BT - Proceedings - 2011 IEEE International Conference on Privacy, Security, Risk and Trust and IEEE International Conference on Social Computing, PASSAT/SocialCom 2011
T2 - 2011 IEEE International Conference on Privacy, Security, Risk and Trust, PASSAT 2011 and 2011 IEEE International Conference on Social Computing, SocialCom 2011
Y2 - 9 October 2011 through 11 October 2011
ER -
