Influence of human emotion expressed through social networks in viral marketing

Amalanathan, Anthoniraj; Anouncia, S. Margret

doi:10.1504/ijbis.2017.086054

Cited by 2 publications

(2 citation statements)

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“…They analyze tweets by using two mood tracking tools, namely OpinionFinder and also 6 dimensions mood measures Google-Profile of Mood States (GPOMS). Similarly, [Amalanathan and Anouncia 2017] attempts to study the nine basic human emotions and their significance in various social network activities to determine the right strategies of marketing in e-business.…”

Section: Social Behavioral Aspectmentioning

confidence: 99%

Emotion Dynamics of Public Opinions on Twitter

Naskar

Singh

Kumar

et al. 2020

ACM Trans. Inf. Syst.

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Recently, social media has been considered the fastest medium for information broadcasting and sharing. Considering the wide range of applications such as viral marketing, political campaigns, social advertisement, and so on, influencing characteristics of users or tweets have attracted several researchers. It is observed from various studies that influential messages or users create a high impact on a social ecosystem. In this study, we assume that public opinion on a social issue on Twitter carries a certain degree of emotion, and there is an emotion flow underneath the Twitter network. In this article, we investigate social dynamics of emotion present in users’ opinions and attempt to understand (i) changing characteristics of users’ emotions toward a social issue over time, (ii) influence of public emotions on individuals’ emotions, (iii) cause of changing opinion by social factors, and so on. We study users’ emotion dynamics over a collection of 17.65M tweets with 69.36K users and observe 63% of the users are likely to change their emotional state against the topic into their subsequent tweets. Tweets were coming from the member community shows higher influencing capability than the other community sources. It is also observed that retweets influence users more than hashtags, mentions, and replies.

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Section: Social Behavioral Aspectmentioning

confidence: 99%

Emotion Dynamics of Public Opinions on Twitter

Naskar

Singh

Kumar

et al. 2020

ACM Trans. Inf. Syst.

View full text Add to dashboard Cite

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“…A YouTuber is able to influence his/her viewers to make the purchase for the following reason: A YouTuber usually starts his/her channel for a particular cause such as gaming, make-up tutorial sharing, exotic cuisine exploration, etc. With the increased expertise and views, the YouTuber is considered an 'opinion leader' by the viewers (Abed et al, 2017;Amalanathan and Anouncia, 2017;Chen, 2013;Han, 2012;Han and Windsor, 2011). What the YouTuber recommends in the persuasive sale videos then becomes very important support information when a viewer makes a purchase decision.…”

Section: Youtuber Monetisation Practicesmentioning

confidence: 99%

How do YouTubers make money A lesson learned from the most subscribed YouTuber channels

Han

2020

IJBIS

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How to make money is getting an increasing interest from YouTubers. This study develops a new model to investigate how factors such as the number of views of a YouTuber's videos, the number of subscriptions to a YouTuber's channel, the after-view comment rate and the after-view attitude expression rate of a YouTuber's video, and the age of a YouTuber's channel can influence the YouTuber's yearly revenues. Data of 57 most subscribed YouTuber channels were collected. The data analysis shows that the number of views, the after-view comment rate, and the after-view attitude expression rate all have significant positive effects on a YouTuber's yearly revenues; however, the number of subscriptions to a YouTuber's channel does not have a significant effect on his/her yearly revenues. In addition, a YouTuber's yearly revenues decrease as his/her channel gets older. This study does not only contribute a new YouTube monetisation model to the video sharing research community, but also provides several practical implications to entrepreneurial YouTubers.

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Influence of human emotion expressed through social networks in viral marketing

Cited by 2 publications

References 0 publications

Emotion Dynamics of Public Opinions on Twitter

Emotion Dynamics of Public Opinions on Twitter

How do YouTubers make money A lesson learned from the most subscribed YouTuber channels

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