The Importance of Interactions Between Content Characteristics and Creator Characteristics for Studying Virality in Social Media
| Autor: | Gaurav Sabnis, Theodoros Lappas, Yue Han |
|---|---|
| Rok vydání: | 2020 |
| Předmět: |
Information Systems and Management
Computer Networks and Communications 05 social sciences Media studies 050801 communication & media studies Library and Information Sciences Management Information Systems 0508 media and communications 0502 economics and business 050211 marketing Social media Sociology Content (Freudian dream analysis) Information Systems |
| Zdroj: | Information Systems Research. 31:576-588 |
| ISSN: | 1526-5536 1047-7047 |
| DOI: | 10.1287/isre.2019.0903 |
| Popis: | Why does a social media post go viral? Two approaches to understand this mystery are content-based research and creator-based research. Both content characteristics and creator characteristics have been examined for their influence on virality. But the relationships between them are rarely discussed. We propose an extension to our existing conceptual framework to study the interactions between content and creator variables. And we demonstrate the significance of the interactions using data from 800,000 tweets. We find that by adding content-–creator interactions, the predictive power of the model improves significantly, which underlines the importance of the interactions for studying virality in social media. We also provide insights for managers on shaping their social media presence and strategy to use social media popularity for marketing and brand building. |
| Databáze: | OpenAIRE |
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