본문 바로가기
KERD
논문KCI 등재

The Lifespan of Social Hub In Social Networking Sites: The Role of Reciprocity, Local Dominance and Social Interaction

김윤식|한상만|Christopher L. Magee
한국마케팅학회 (Korean Marketing Association)|2015.04|아시아마케팅저널 (Asia Marketing Journal)|제17권 제1호|pp. 69-95

2

조회

0

다운로드

0

인용

0

참고문헌

키워드

social networksdominancesocial hubslifespannorm of reciprocity
주제분류경영학

초록

This paper examines a highly used social networking site (SNS) by studying the behavior of more than 11 million members over a 20 month period. The importance of the most highly active members to the overall network is demonstrated by the significant fraction of total visits by extremely active members in a given period but such members have surprisingly short lifespans (an average of only 2.5 months) as social hubs. We form and test a number of hypotheses concerning these social hubs and the determinants of their lifespan. We find that the speed of achieving social hub status increases the lifespan of a social hub. The norm of reciprocity is strongly confirmed to be present in the social hub population as visits are reciprocated. We also find that increasing local dominance in terms of activities over neighboring agents leads to a longer lifespan of a social hub. Contrary to expectations, local clustering in the vicinity of social hubs is smaller (rather than larger) than overall clustering. We discuss managerial implications in the paper.

Abstract

This paper examines a highly used social networking site (SNS) by studying the behavior of more than 11 million members over a 20 month period. The importance of the most highly active members to the overall network is demonstrated by the significant fraction of total visits by extremely active members in a given period but such members have surprisingly short lifespans (an average of only 2.5 months) as social hubs. We form and test a number of hypotheses concerning these social hubs and the determinants of their lifespan. We find that the speed of achieving social hub status increases the lifespan of a social hub. The norm of reciprocity is strongly confirmed to be present in the social hub population as visits are reciprocated. We also find that increasing local dominance in terms of activities over neighboring agents leads to a longer lifespan of a social hub. Contrary to expectations, local clustering in the vicinity of social hubs is smaller (rather than larger) than overall clustering. We discuss managerial implications in the paper.

참고문헌 (50)

  1. Allison, P. D, "Survival analysis using SAS: A Practice Guide" (1995), SAS Institute Inc
  2. Anagnostopoulos, Aris, "Influence and Correlation in Social Networks", Proceedings of the 14th ACM SIGKDD international conference on knowledge discovery and data mining, pp.7~15 (2008)
  3. Barabási, Albert-László, "Emergence of Scaling in random networks", Science, 286, pp.509~512 (1999)
  4. Barabási, Albert-László, "Linked : The New Science of Networks" (2002), Perseus Publishing
  5. Barabási, Albert-László, "Evolution of the social network of scientific collaborations", Physica A, 311, pp.590~614 (2002)
  6. Barabási, Albert-László, "Scale-Free Networks", Scientific American, 288(5), pp.50~59 (2003)
  7. Bolton, Ruth N., "A Dynamic Model of the Duration of the Customer’s relationship with a Continuous Service Provider : The Role of Satisfaction", Marketing Science, 17(1), pp.45~65 (1998)
  8. Braha, Dan, "From Centrality to Temporary Fame : Dynamic Centrality in Complex Networks", Complexity, 12(2), pp.1~5 (2006)
  9. Burt, Ronald S., "The Contingent Value of Social Capital", Administrative Science Quarterly, 42(2), pp.339~358 (1997)
  10. Carr, Christopher L., "Reciprocity : The Golden Rule of IS-User Service Relationship Quality and Cooperation", Communications of the ACM, 49(6), pp.77~83 (2006)
  11. Charla, Mathwick, "Social Capital Production in a Virtual P3 Community", Journal of Consumer Research, 34, pp.832~849 (2008)
  12. "Cyworld ready to attack MySpace" (2006)[URL]
  13. Coleman, James, "Foundations of Social Theory" (1990), Harvard University Press
  14. Constant, David, "The Kindness of Strangers : The Usefulness of Electronic Weak Ties for Technical Advice", Organizational Science, 7(2), pp.119~135 (1996)
  15. Cox, D. R, "Regression Modes and Life Tables", Journal of the royal Statistical Society, Series B(Methodological), 34, pp.187~220 (1972)
  16. Dellarocas, C., "The digitization of word of mouth: Promise and challenges of online feedback mechanisms", Management Science, 49(10), pp.1407~1424 (2003)
  17. Dhanaraj, Charles, "Orchestrating Innovation Networks", Academy of Management Review, 31(3), pp.659~669 (2006)
  18. Dorogovtsev, S. N., "Evolution of Networks", Advances in Physics, 51(4), pp.1079~1187 (2002)
  19. Dorogovtsev, S. N., "Evolution of Networks:From Biological Nets to the Internet and WWW" (2003), Oxford University Press
  20. Doyle, John C., "The “Robust yet fragile” nature on the Internet", Proceedings of the National Academy of Sciences of the United States of America, 102(41), pp.14497~14502 (2005)
  21. Ellison, Nicole B., "The Benefits of Facebook Friends:Social Capital and College Students’ Use of Online Social Network Sites", Journal of Computer-Mediated Communications, 12(4), pp.Article 1~ (2007)
  22. Farewell, V. T., "The approximation of partial likelihood with emphasis on case-control studies", Biometrika, 67(2), pp.273~278 (1980)
  23. Gladwell, Malcolm., "The Tipping Point" (2000), Brown and Company
  24. Giesler, Markus, "Consumer Gift Systems", Journal of Consumer Research, 36(4), pp.283~290 (2006)
  25. Goldenberg, Jacob, "The Role of Hubs in the Adoption Process", Journal of Marketing, 73(2), pp.1~13 (2009)
  26. Iacobucci, Dawn, "Interactive Marketing and the Meganet : Networks of Networks", Journal of Interactive Marketing, 12(1), pp.5~16 (1998)
  27. Iyengar, Raghuram, "Opinion Leadership and Social Contagion in New Product Diffusion", Marketing Science, 30(2), pp.195~212 (2010), Forthcoming
  28. IHT, "Attraction of numbers adds value to Facebook. March 8, 2010", 2010~ (2010)
  29. Katona, Zsolt, "Network Effects and Personal Influences : The Diffusion of an Online Social Network", Journal of Marketing Research, 48(3), pp.425~443 (2011)
  30. Kavanaugh, Andrea., "The impact of Community Computer Networks on Social Capital and Community Involvement", American Behavioral Scientist, 45(3), pp.496~509 (2001)
  31. Kleinberg, Jon M., "Authoritative Sources in a Hyperlinked Environment", Journal of the ACM, 46(5), pp.604~632 (1999)
  32. Kratzer, Jan, "Distinctive Roles of Lead Users and Opinion Leaders in the Social Networks of Schoolchildren", Journal of Consumer Research, 36, pp.646~659 (2009)
  33. Leary, Mark R., "Deconfounding the effects of dominance and social acceptance on self esteem", Journal of Personality and Social Psychology, 81(5), pp.898~909 (2001)
  34. Mikami, Shunji, "Internet Use and Sociability in Japan", IT & Society, 1(1), pp.242~250 (2002)
  35. Newman, Mark E., "The structure and function of complex networks", SIAM Review, 45, pp.167~256 (2003)
  36. Mikami, Shunji, "Power laws, Pareto distributions and Zipf’s law", Comtemporary Physics, 46(5), pp.323~351 (2005)
  37. Oh, Wonseok, "Membership Herding and Network Stability in the Open Source Community : The Ising Perspective", Management Science, 53(7), pp.1086~1101 (2007)
  38. Onyx, Jenny, "Measuring Social Capital in Five Communities", Journal of Applied Behavioral Science, 36(1), pp.23~42 (2000)
  39. Price, D. J. de Solla, "Networks of Scientific Papers", Science, 149, pp.510~515 (1965)
  40. Price, D. J. de Solla, "A general Theory of Bibliometric and other Cumulative Advantage Processes", Journal of the American Society of Information Science, 27(5-6), pp.292~306 (1976)
  41. Putnam, Robert D., "Turning in, turning out : The strange disappearance of social capital in America", PS : Political Science & Politics, 28(4), pp.664~683 (1995)
  42. Ravasz, Erzsébet, "Hierarchical organization in complex networks", Physics review E, 67(2), pp.026112~ (2003)
  43. Reinartz, Werner J., "The Impact of Customer Relationship Characteristics on Profitable Lifetime Duration", Journal of Marketing, 67(1), pp.77~99 (2003)
  44. Resnick, M., "New Styles of Thinking for the Era of the Organic Network", BT Technology Journal, 22(4), pp.113~120 (2004)
  45. Stephen, Andrew T, "Deriving Value from Social Commerce Networks", Journal of Marketing Research, 47(2), pp.215~228 (2010)
  46. "World’s Largest Social Network: The Open Web" (2010)[URL]
  47. Thorn, Brian K., "Discretionary Data Bases : A Theory and Some Experimental Findings", Communication Research, 14(5), pp.512~528 (1987)
  48. Watts, Duncan J., "The new science of networks", Annual Review of Sociology, 30, pp.243~270 (2004)
  49. Watts, Duncan J., "Collective dynamics of ‘small-world’ networks", Nature, 393, pp.440~442 (1998)
  50. Wellman, Barry, "Net Surfers Don’t Ride Alone: Virtual Communities as Communities. Networks in the Global Village" (1999), Westview Press

이 간행물의 다른 논문 (6건)

A Study on Green Consumer Segmentation Based on Socio-Demographics and Behavioral Responses: Renewing the Relationships between Socio-demographics and Green Behavior김영두pp. 1-26How to Build a Learning Capability for Innovation? A Framework of Market-Based Learning Process배재현, 이현정, 박정은pp. 27-53Can Brand Equity Explain Excess Behavioral Loyalty?정상욱pp. 55-67Effects of Temporal Distance on Brand Extension Evaluation: Applying the Construal-Level Perspective to Brand Extensions박기완pp. 97-121Sales Control Systems and Behavioral Responses: Mediating Role of Regulatory Focus and Moderating Role of P-O Fit유재원pp. 123-148
원문 보기