Go Viral through Social Media? An Investigation of the Role of Disproportionate Social InfluenceSpeaker : Minki Kim
Assistant Professor / KAIST
Abstract : Social media has emerged as a promising means for word-of-mouth (WOM) marketing. In particular, marketers have shown interest in identifying individuals who have a strong influence on other consumers’ decisions. However, previous studies on disproportionate social influence have neglected the fact that in real-world networks, individuals not only occupy certain social positions, but also have heterogeneous social relationships with others. To the best of our knowledge, this is the first empirical research that proposes a new viral marketing strategy that reflects the concurrent impact of social position and of dyadic relation characteristics on disproportionate peer influence. Exploiting asymmetric and symmetric relations in the microblogging service Twitter, we provide practical managerial insights through a real-world application. Our results of a what-if scenario analysis show that the strategy deploying the proposed model outperforms traditional WOM strategies, including hub targeting and random seeding, in its return on investment (ROI).
Audience : Faculty, Graduate student
Department : School of Business Administration
Staff : Dong-ha Lee
Contact : 052-217-3662