A dynamic perspective: local interactions driving the spread of social networks

ABSTRACT

This study takes a micro standpoint to quantitatively verify the extent to which local interactions affect the expansion of dynamic social networks. By reviewing and synthesizing the theoretical literature in this article, we seek to establish a pragmatic analytical framework to capture the underlying functioning of local interactions. It then aims to produce findings on seven distinct marketing campaigns in which the real-world virtual communities offer intact time-series connections. In our considered cases, the firm-to-consumer interactivity plays a pivotal role in social media marketing while the customer-driven influence advances individual information transmission. The significant positive relationships demonstrate features of interactivity within subgroups including reciprocal edges and directed 3-cliques associated with the evolution of the virtual community by electronic word-of-mouth (WOM) of both firm-to-consumer and consumer-to-consumer interactions. More importantly, the attenuation of local interactions to a large extent leads to the cut-off point of the growth of the dynamic social network.