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Study on the Dynamic Evolution of an OSN Structure and the Impacts on Word of Mouth |
Xing Xiaoyun, Wei Jing |
School of Management, Hefei University of Technology, Hefei 230009, China |
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Abstract This article studies dynamic evolution of the small world characteristic and degree correlation characteristic of a large OSN,then analyzes the changes in the behavior characteristics of Internet users and the impacts that the changes of these structural variables have on word of mouth in this OSN. In addition, it also indicates the issues that companies should pay attention to when implementing word of mouth by OSNs, and gives some suggestion for word of mouth of companies in different stages of OSNs which can help carry out word of mouth marketing.
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Received: 13 May 2011
Published: 02 December 2011
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