The Community for Technology Leaders
2009 International Conference on Computational Science and Engineering (2009)
Vancouver, Canada
Aug. 29, 2009 to Aug. 31, 2009
ISBN: 978-0-7695-3823-5
pp: 456-462
ABSTRACT
Previous research on word-of-mouth (WOM) diffusion has focused on the attributes of the sender, such as opinion leadership and innovativeness. This paper focuses on the social relationship between WOM senders and receivers and attempts to identify the optimal heterophily for WOM diffusion. The results of empirical analysis using both offline survey data and online blogosphere data provide evidence of optimal heterophily between the two; i.e., the WOM receiver wants to receive information from someone slightly more knowledgeable, not from a distant expert. The context of WOM communication is also examined in terms of the stage of hierarchical consumer behavior and sentiment. Finally, the patterns of influence are presented to depict the diffusion process. This analysis of optimal heterophily and the patterns of influence suggest that many grassroots influentials, rather than a few super influentials, play a central role in WOM diffusion.
INDEX TERMS
word-of-mouth, optimal heterophily, data mining
CITATION

H. Yamamoto and N. Matsumura, "The Power of Grassroots Influentials: The Optimal Heterophily between Sender and Receiver," 2009 International Conference on Computational Science and Engineering(CSE), Vancouver, Canada, 2009, pp. 456-462.
doi:10.1109/CSE.2009.354
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