Effect of Position of Original Poster in Social Networks on Viewer's Evaluation in a Deal Sharing Website

摘要

The purpose of the study is to investigate the role of infor-mation source effects on evaluations of promotional offers or "deals" posted in online environments. Especially, this study investigate which of these consumers in a social net-work should a company seed a promotion with to maximize their effort to increase the likelihood of preference of promo-tions. Those three measures of SNA we investigated were: consumers with high "degree of centrality"; consumers with high "closeness centrality"; and consumers with high "betweenness centrality." Also, we investigated other meas-ures, such as user reputation score in the website; site mod-erator endorsement; and each users' number of postings in the site.