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Martin Gargiulo
Professor of Entrepreneurship
Keywords
Social Network; Online Platform; Diffusion; Twitter; Content Analysis
Working Paper
Song J. S., Gargiulo M. (2019). David vs. Goliath in the Digital Age: The Effect of Network Structure and Content on the Adoption of Cultural Products. 2019/25/EFE
Social media platforms have transformed the way with which communication among industry players and relevant audiences can influence adoption of a cultural product. Using Twitter conversations regarding eBooks sold on Amazon.com between 2014 and 2015, this paper studies how producers in the U.S. publishing industry benefit differentially from Twitter network structure and contents.