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Driving Factors for Opinion Diffusion Behavior in Consumers on Online Social Networks: A Study of Network Characteristics
2019
IEEE Access
Online consumer social networks have become an important marketing channel for productrelated information diffusion in the technological landscape. This paper aims to identify the factors that drive opinion diffusion behavior in consumers on online social networks. To empirically test the theoretically driven hypotheses, the study uses firsthand survey responses from 614 respondents based in two major cities in China: Shenzhen, an eastern city, and Xi'an, a western city. A survey of online
doi:10.1109/access.2019.2932571
fatcat:elvcnc6m3reljmmdray7yqvy5i