Diffusion of Influence in Energy Awareness Campaigns on the Online Social Networking Site of Facebook

摘要

Sustainability has entered the lexicon, promoting a new dimension for our thinking on many issues. While it may be easy to achieve consensus on a broad-based definition of a moral obligation to achieve a more sustainable world, actual implementation and measurement are complex and wrenching issues. We are entering an era of radical change in the energy field which is partly dictated by new policy and institutional requirements, and partly motivated by new inventions and know-how. The successful diffusion of these ideas and innovations into the mainstream market will bring important benefits to energy consumers around the world.The era of government jurisdiction based on separate and autonomous entities has been replaced with an intergovernmental and intersectoral network of industry, regulators, special interest groups and individual citizens. New forms of regulatory feedback will be inspired more by the concepts of networks- they will be flatter, leaner, and more flexible An evaluation of new methods for the diffusion of public awareness regarding energy technologies, policies and projects, was conducted using the technology platform of Facebook. This paper reports on the results of an eighteen month formal study of the Diffusion of Influence in Online Social Networks.The dynamic aspect of this study is crucial to understand how virtal collective phenomenon emerges and will help inform practice within groups of professionals dealing with these network effects in social change efforts and in the diffusion of new innovations and ideas. Specific research identified unique dynamics of virtual community behavior with respect to building consumer awareness campaigns. Results found that online connections seem to differ significantly from face-to-face relations. This study found that strengthening a connection from a virtual stranger to an online collaborator relied more on a series of reciprocated acts or concessions instead of the development of trust, based on emotional bonding. Conclusions from this study highlight the importance in creating two-way involvement in building a sense of commitment and consistency in online communities.