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首页> 外文期刊>Information Systems Research >Popularity or Proximity: Characterizing the Nature of Social Influence in an Online Music Community
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Popularity or Proximity: Characterizing the Nature of Social Influence in an Online Music Community

机译：流行还是接近：表征在线音乐社区中社会影响力的本质

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摘要

We study social influence in an online music community. In this community, users can listen to and "favorite" (or like) songs and follow the favoriting behavior of their social network friends-and the community as a whole. From an individual user's perspective, two types of information on peer consumption are salient for each song: total number of favorites by the community as a whole and favoriting by their social network friends. Correspondingly, we study two types of social influence: popularity influence, driven by the total number of favorites from the community as a whole, and proximity influence, due to the favoriting behavior of immediate social network friends. Our quasi-experimental research design applies a variety of empirical methods to highly granular data from an online music community. Our analysis finds robust evidence of both popularity and proximity influence. Furthermore, popularity influence is more important for narrow-appeal music compared to broad-appeal music. Finally, the two types of influence are substitutes for one another, and proximity influence, when available, dominates the effect of popularity influence. We discuss implications for design and marketing strategies for online communities, such as the one studied in this paper.
机译：我们研究在线音乐社区中的社会影响力。在这个社区中，用户可以收听和“收藏”（或喜欢）歌曲，并跟踪其社交网络朋友以及整个社区的偏爱行为。从个人用户的角度来看，每首歌都具有两种关于同伴消费的信息：社区整体上的最爱总数以及社交网络朋友的偏爱。相应地，我们研究了两种类型的社会影响力：由整个社区的最爱总数驱动的人气影响力，以及由于直接社交网络朋友的偏爱行为而产生的邻近影响力。我们的准实验研究设计将各种经验方法应用于来自在线音乐社区的高度精细的数据。我们的分析找到了受欢迎程度和邻近影响力的有力证据。此外，与广泛流行音乐相比，流行影响对于狭窄流行音乐更为重要。最后，这两种类型的影响力是彼此替代的，而接近性影响力（如果可用）支配着人气影响力的作用。我们讨论了在线社区对设计和营销策略的影响，例如本文研究的内容。

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