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- W1582290728 abstract "Why ideas and practices spread is an important topic for management scholars and practitioners. Network dynamics including network structure, play a vital role in diffusion. This paper presents the cascade capacity as an aspect of network structure which plays a significant role in determining diffusion. It is essentially a measure of how 'choosy' everyone in a social network can be and still allow an individual to cause something to spread completely through the network. Drawing on social contagion theory and network theory, we propose a research model about how network structure relates to diffusion and test it by simulation, using network data from the popular microblogging service Twitter. Results show the cascade capacity to be an important determinant of diffusion, even when we model for homophily. We show how the concept could be used to pick individuals to seed to encourage word of mouth marketing." @default.
- W1582290728 created "2016-06-24" @default.
- W1582290728 creator A5050750056 @default.
- W1582290728 date "2013-07-04" @default.
- W1582290728 modified "2023-09-23" @default.
- W1582290728 title "The Cascade Capacity Predicts Individuals to Seed for Diffusion Through Social Networks" @default.
- W1582290728 hasPublicationYear "2013" @default.
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