Doctor of Philosophy (PhD)
Information Systems and Decision Sciences
The current study is focusing on diffusion and adoption of new digital artifacts. The goal is to explore the social role of user-generated content (UGC) during the diffusion process of digital artifacts in the context of online social networks. The study spans a wide range of analytics methods and tools such as predictive modeling, latent sentiment analysis, data retrieval, and other tools of time-series analysis & visualization. Data collection is conducted on 260 new digital products and more than 105 thousand social network nodes. Results of the study provide a deeper insight into the influence of textual UGC sentiment on new product diffusion and how such a web system (i.e.: online social networks) can help to enable a process of value co-creation. The overall finding shows that Volume of Post and UGC Sentiment have a dynamic impact on Diffusion (Adoption Rate) of digital products. But, the relationships among them depend on certain situations. Specifically, UGC Sentiment has a dynamic impact on Adoption Rate in the early stage of the diffusion process. That is UGC Sentiment and Adoption Rate have a reciprocal relationship during the early stage. However, this relationship was faded out in the later stage. Volume of Post has a positive impact on Adoption Rate throughout the process. Both UGC Sentiment and Volume of Post are also more likely to influence on a single-generation and successful product than a multiple-generation product. Surprisingly, Depth of Post and Ratings did not play a significant role in the diffusion process. The study sheds light on the crowding power and the long-tail effect in online social networks. Findings also offer valuable implications for organizations to set up their strategic vision in terms of targeted marketing, customer relationship management, and information dissemination.
Document Availability at the Time of Submission
Secure the entire work for patent and/or proprietary purposes for a period of one year. Student has submitted appropriate documentation which states: During this period the copyright owner also agrees not to exercise her/his ownership rights, including public use in works, without prior authorization from LSU. At the end of the one year period, either we or LSU may request an automatic extension for one additional year. At the end of the one year secure period (or its extension, if such is requested), the work will be released for access worldwide.
Cu, Tung, "Social Media Networks: The Social Influence of Sentiment Content in Online Conversations on Dynamic Patterns of Adoption and Diffusion" (2015). LSU Doctoral Dissertations. 1897.