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Influence of Innovator or Hub in Relational Network to Early Takeoff and Diffusion Size at Takeoff

관계네트워크의 정보 확산에서 혁신자와 허브가 Early Takeoff와 확산크기에 미치는 영향 연구

  • 옥경영 (숙명여자대학교 사회과학대학 소비자경제학과)
  • Received : 2012.08.27
  • Accepted : 2012.09.10
  • Published : 2012.09.28

Abstract

This study is identifying early takeoff phenomenon in relational network like SNS and investigates influence of innovator or hub at early takeoff and diffusion size at takeoff point. The major finding of this study are as follows. First, multinominal-logit analysis conducted to explore the impact of innovator and hub at early stage of information diffusion and early takeoff. Hub in early stage of information diffusion impact early takeoff. Second, our study shows that innovator and hub at early stage of information diffusion impact diffusion size at takeoff point. Third, hub is more impact early takeoff and diffusion size at takeoff point then innovator. This study provides implication for professionals by confirming hub's influence in study of successful information diffusion by early takeoff. The limitation and future direction are discussed.

Keywords

Relational Network;Innovator;Hub;Early Takeoff;Diffusion Size

Acknowledgement

Supported by : 숙명여자대학교

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