Towards a Better Understanding of Online Influence: Differences in Twitter Communication Between Companies and Influencers.
Diana C. Hernandez-BocanegraAngela BorchertFelix BrünkerGautam Kishore ShahiBjörn RossPublished in: ACIS (2020)
Keyphrases
- social influence
- online social
- viral marketing
- information diffusion
- social networks
- influence propagation
- instant messaging
- twitter users
- online communities
- social networking sites
- online learning
- social media
- social interaction
- individual differences
- statistically significant
- communication tools
- social relationships
- small and medium sized
- communication systems
- information propagation
- online social media
- real time
- information sharing
- influence maximization
- social networking
- online communication
- social network sites
- social factors
- public opinion
- mutual understanding
- micro blogging
- advertising campaigns