computer-mediated communication in social networks knowledge sharing and patterns of influenew

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1、COMPUTER-MEDIATEDCOMMUNICATIONINSOCIALNETWORKS:KNOWLEDGESHARINGANDPATTERNSOFINFLUENCEManiR.Subramani3-358CarlsonSchoolofManagement32119thAveSUniversityofMinnesotaMinneapolis,MN55455Phone:(612)624-3522Fax:(707)924-2897Email:msubramani@csom.umn.eduBalajiRajagopal

2、anElliottHallofBusinessandInformationTechnologySchoolofBusinessAdministrationOaklandUniversityRochester,MI48309Phone:(248)370-4958Fax:(248)-370-4275E-mail:rajagopa@oakland.eduConditionallyacceptedatCommunicationsoftheACMSeptember2001WewishtothankSandeepKrishnam

3、urthyforinterestinginsightsduringthecourseofourresearch.COMPUTER-MEDIATEDCOMMUNICATIONINSOCIALNETWORKS:KNOWLEDGESHARINGANDPATTERNSOFINFLUENCEABSTRACTGatheringplaceshavelongbeenrecognizedasimportantinspreadingavarietyofdesirableandundesirableitems.Oneoftheinitia

4、lmovesbyauthoritiestostopthespreadingofplagueinLondonwastoclosebarswherepeoplegatheredattheendoftheday.InviewofthelargenumberofindividualsnowusingtheInternetroutinelyforcommunication,thepossibilityoftappingindividuals’onlinenetworkstospreadthewordaboutaproducth

5、asundeniableallure.Marketershavebeentheearliesttorecognizethisphenomenonandthetacticofleveragingthespreadingofthenewsaboutaproductorservicebypeopletotheirpersonalnetworks,iscurrentlyhypedasthemosteffectiveandquickestwaytoacquirealargecustomerbase.ViralMarketing

6、–oftendescribedasthetacticof‘creatingaprocesswhereinterestedpeoplecanmarkettoeachother’isincreasinglybeingrecognizedasanimportantmeanstospurtheadoptionanduseofproductsandservices.Whilethereareseveralbooksandaslewofarticlesonviralmarketing,presentingachorusofvoi

7、ceswithamultitudeofoverlappingandoftencontradictoryopinionsontheissueinthetradepress,academicinterestintheissuehascuriouslybeenminimal.Thispaperisaninitialattempttofillthisvoidandprovideatheoreticalunderstandingofthephenomenon.Basedonanexaminationofthefundament

8、alprocessesunderlyingeffortslikeviralmarketingweprovideaframeworktoviewviralmarketingasaspecificmanifestationofthemoregeneralphenomenonofknowledgesharingandinfluenceamongind