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Modeling the role of message content and influencers in social media rebroadcasting

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  • Zhang, Yuchi
  • Moe, Wendy W.
  • Schweidel, David A.

Abstract

We develop a model that examines the role of content, content-user fit, and influence on social media rebroadcasting behavior. While previous research has studied the role of content or the role of influence in the spread of social media content separately, none has simultaneously examined both in an effort to assess the relative effects of each. Our modeling approach also accounts for a message's “fit” with users, based on the content of the message and the content of messages typically shared by users.

Suggested Citation

  • Zhang, Yuchi & Moe, Wendy W. & Schweidel, David A., 2017. "Modeling the role of message content and influencers in social media rebroadcasting," International Journal of Research in Marketing, Elsevier, vol. 34(1), pages 100-119.
    • Handle: RePEc:eee:ijrema:v:34:y:2017:i:1:p:100-119
    DOI: 10.1016/j.ijresmar.2016.07.003
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