Silent Members (SM): Their Communication Behaviour and Influence on Purchases of Others
نویسندگان
چکیده
Silent Members (SM) on the net tend to be considered those who do not generate any value compared with Active Members (AM). However, the realty is opposite; SM play a major role in turning information into commercial value (purchase). Our survey of a site that evaluates cosmetic products lead to the conclusion that SM’s contribution (when measured in aggregate) in spreading information and influencing purchases is twice as much as those of AM even with a conservative estimate. It is assumed that AM, who have strong ties with the network, and SM, who convey the evaluation information to outsiders, have different roles respectively.
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