APJIS Asia Pacific Journal of Information Systems

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The Journal for Information Professionals

Asia Pacific Journal of Information Systems (APJIS) is published by the Korea Society
of Management Information Systems (KMIS), which is the largest professional institute
in the field of information systems in Korea.

ISSN 2288-5404 (Print) / ISSN 2288-6818 (Online)

Editor : Sang-Yong Tom Lee

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Past Issue

Date June 2015
Vol. No. Vol. 25 No. 2
DOI http://dx.doi.org/10.14329/apjis.2015.25.2.239
Page 239~264
Title The Role of Message Content and Source User Identity in Information Diffusion on Online Social Networks
Author Insoo Son, Young-kyu Kim, Dongwon Lee
Keyword Information Diffusion, Retweet, Social Networks, Twitter, Word-of-Mouth
Abstract This study aims to investigate the effect of message content and source user identity on information diffusion in Twitter networks. For the empirical study, we collected 11,346 tweets pertaining to the three major mobile telecom carriers in Korea for three months, from September to December 2011. These tweets generated 59,111 retweets (RTs) and were retweeted at least once. Our analysis indicates that information diffusion in Twitter in terms of RT volume is affected primarily by the type of message content, such as the inclusion of corporate social responsibility activities. However, the effect of message content on information diffusion is heterogeneous to the identity of the information source. We argue that user identity affects recipients’ perception of the credi-bility of focal information. Our study offers insights into the information diffusion mechanism in online social networks and provides managerial implications on the strategic utilization of online social networks for marketing communications with customers.

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