Title :
The Tri-group analysis of word-of-mouth communication in Network community
Author :
Xiaofei, Zhang ; Wen, Zhang ; ChangLing, Gao
Author_Institution :
Northeast University, QinHuangDao, China
Abstract :
This article presents a social network analysis (SNA) of the opinion leaders´ impacting on word-of-mouth (WOM) referral network in an online virtual community environment. The goal of the paper was to clarify the effect of opinion leaders on WOM diffusion in virtual community(VC), to reason the network structure characteristic changing with the opinion leader´s, and to explore the mediating function of tie strength in the Internet VC interpersonal communication network
Keywords :
Business; Communication networks; Communities; Lead; Mouth; Social network services; Teleworking; Network community; Tie balance; Tri-group; Word-of-mouth;
Conference_Titel :
E -Business and E -Government (ICEE), 2011 International Conference on
Conference_Location :
Shanghai, China
Print_ISBN :
978-1-4244-8691-5
DOI :
10.1109/ICEBEG.2011.5886756
