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Propagation of user-generated content online

Author

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  • Harsha Gangadharbatla
  • Masoud Valafar

Abstract

In this paper, using a large amount of data collected from social media, we test theories of information propagation that are popular and have been applied extensively as theoretical frameworks in advertising and marketing literature. More specifically, we crawled Twitter in two waves for over 30 days to capture information from a sample of 300,000 users to test two-step flow and diffusion of information theories. Findings support the two-step flow theory and suggest that a minority of users account for a majority of influence, opinion leaders follow other opinion leaders to form a community of influencers, and information dissemination on Twitter follows a power-law distribution. These results are contrary to the popular notion that social media are democratic and, without a gatekeeper, everyone with a smartphone can broadcast messages. Managerial implications for advertising professionals are drawn.

Suggested Citation

  • Harsha Gangadharbatla & Masoud Valafar, 2017. "Propagation of user-generated content online," International Journal of Internet Marketing and Advertising, Inderscience Enterprises Ltd, vol. 11(3), pages 218-232.
    • Handle: RePEc:ids:ijimad:v:11:y:2017:i:3:p:218-232
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    Cited by:

    1. Marcelo de-Oliveira & Claudio Marcio Almeida & Emerson Wagner Mainardes, 2022. "Politics and social media: an analysis of factors anteceding voting intention," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 19(2), pages 309-332, June.

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