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Online news on Twitter: Newspapers’ social media adoption and their online readership

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  • Hong, Sounman
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    Abstract

    Many news organizations have recognized the potential of social media as a journalistic tool and have used social media marketing to attract online audiences. The aim of this study is to understand the implications of news organizations’ adoption of social media sites through (1) an examination of the relationship between news organizations’ adoption of social media and their online readership and (2) a comparison of online traffic generated by social media sites with that generated by other online media institutions. Evidence suggests that newspapers’ adoption of social media is positively associated with an increase in their online readership, and this association increases in the size of the newspapers’ social media networks (e.g., number of Twitter followers). Evidence also suggests that the association between newspapers’ social media adoption and their online traffic may differ compared to the association between other online media institutions and the online traffic they generated. A descriptive analysis shows that the online traffic generated by social media sites is less concentrated than that generated by search engines or news aggregators; this can be explained by the fact that social media sites might be less susceptible to information cascades, compared to search engines or news aggregators.

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    Bibliographic Info

    Article provided by Elsevier in its journal Information Economics and Policy.

    Volume (Year): 24 (2012)
    Issue (Month): 1 ()
    Pages: 69-74

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    Handle: RePEc:eee:iepoli:v:24:y:2012:i:1:p:69-74

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    Web page: http://www.elsevier.com/locate/inca/505549

    Related research

    Keywords: Social media; Twitter; Facebook; Online news; Digital media; Information cascades; Information economics; Media economics; Online media institution; Aggregator; Search engine;

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    1. Catherine Tucker & Juanjuan Zhang, 2011. "How Does Popularity Information Affect Choices? A Field Experiment," Management Science, INFORMS, vol. 57(5), pages 828-842, May.
    2. Chi, Feng & Yang, Nathan, 2010. "Twitter Adoption in Congress: Who Tweets First?," MPRA Paper 23225, University Library of Munich, Germany.
    3. Banerjee, Abhijit V, 1992. "A Simple Model of Herd Behavior," The Quarterly Journal of Economics, MIT Press, vol. 107(3), pages 797-817, August.
    4. Lapo Filistrucchi, 2005. "The Impact of Internet on the Market for Daily Newspapers in Italy," Economics Working Papers ECO2005/12, European University Institute.
    5. Sushil Bikhchandani & David Hirshleifer & Ivo Welch, 2010. "A theory of Fads, Fashion, Custom and cultural change as informational Cascades," Levine's Working Paper Archive 1193, David K. Levine.
    6. Avi Goldfarb & Catherine Tucker, 2011. "Search Engine Advertising: Channel Substitution When Pricing Ads to Context," Management Science, INFORMS, vol. 57(3), pages 458-470, March.
    7. Matthew Gentzkow, 2007. "Valuing New Goods in a Model with Complementarity: Online Newspapers," American Economic Review, American Economic Association, vol. 97(3), pages 713-744, June.
    8. George Lisa M, 2008. "The Internet and the Market for Daily Newspapers," The B.E. Journal of Economic Analysis & Policy, De Gruyter, vol. 8(1), pages 1-33, July.
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