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2019 | 27 | 4 | 127-152

Article title

Negative WoM and its Transmission on OSN: The Determining Role of the Seeding Population

Content

Title variants

PL
Negatywne opinie oraz ich rozprzestrzenianie się w internetowych mediach społecznościowych: rola wyznacznikowa populacji początkowej

Languages of publication

EN

Abstracts

EN
This paper is a contribution to the knowledge of WoM transmis­sion on OSN. We specifically analyze the role of the seeding popula­tion diffusion of negative WoM. The method is based on an experi­ment on the Facebook fan base of an existing company. We manage to control the four elements of a successful WoM communication: the message, the social structure of the network, the characteristics of the individuals in the network, and the seeding population. We de­velop an original method to dissociate a seeding population from the general population and compare the diffusion of a set of negative messages distributed to both the original population and the artifi­cially targeted subset. Results show the impact of the seeding popu­lation’s characteristics on the diffusion of consumers’ negative mes­sages. We specifically show the impact of the carrier on the virality of the message.
PL
Artykuł stanowi wkład w wiedzę dotyczącą transmisji WoM (Word of Mouth) w sieciach społecznościowych (OSN). Analizujemy w szcze­gólności rolę rozprzestrzeniania się antyreklamy w populacji użyt­kowników. Metoda badawcza opiera się na eksperymencie wykona­nym na społeczności fanów realnie istniejącej marki na Facebooku. Udało nam się poddać kontroli cztery elementy skutecznej komuni­kacji WoM: komunikat, strukturę społeczną sieci, charakterystykę jed­nostek w sieci, populację początkową (seeding population). Wypraco­waliśmy autorską metodę wyodrębniania takiej populacji z ogółu oraz porównywania rozprzestrzeniania się zestawu negatywnych komuni­katów dostarczonych zarówno populacji pierwotnej, jak i sztucznie wyznaczonemu jej podzbiorowi. Wyniki pokazują skutki oddziaływa­nia cech populacji początkowej na wiralne rozprzestrzenianie się ne­gatywnych opinii konsumentów. Ukazujemy w szczególności wpływ nośnika komunikatu na jego wiralność.

Year

Volume

27

Issue

4

Pages

127-152

Physical description

Dates

published
2020-01-01

Contributors

author

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Document Type

Publication order reference

Identifiers

YADDA identifier

bwmeta1.element.ojs-doi-10_35765_pk_2019_2704_09
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