사회 연결망 내에서 중심 노드가 신제품 확산에 미치는 영향: 집단 내 중심-주변부 구조에 의한 조절 효과를 중심으로 = The Effect of Core Nodes on the Diffusion of New Products in a Social Network: Focusing on the Moderation Effect by Core-Periphery Structure within Groups

다국어 초록 (Multilingual Abstract)

A social network is a social structure in which members have various relationships, and it plays an important role in triggering social contagion. Previous studies identified the characteristics of individuals or groups that influence the new product diffusion, and have found that core nodes, with many connections within a group, typically show a strong social contagion. We note how the influence of core nodes varies depending on the distinction between core-periphery structure. For an empirical analysis, we analyzed data from Last.fm, one of the music social media. The results show that social contagion on new product adoption increases in subtle core-periphery structure, and the social contagion of core nodes on new product adoption grows in salient core-periphery structure. Thus, we propose a new boundary condition for the social contagion of core nodes on new product diffusion and suggest effective marketing strategies for practitioners, in addition to theoretical implications.

국문 초록 (Abstract)

사회 연결망(Social Network)은 구성원들이 다양한 관계를 맺고 의사소통하는 사회구조로, 타인의 구매 행동에중요한 역할을 미치며 사회적 전염을 촉발한다. 선행 연구는 신제품 확산에 영향을 끼치는 개인이나 집단의 특성에주목하였으며, 많은 연결을 가진 중심 노드가 일반적으로 다른 구성원들의 구매 결정에 강한 영향을 끼친다는 것을밝혔다. 본 연구는 집단의 중심-주변부 구조, 즉 중심 노드와 주변부 노드가 얼마나 잘 구분되는지에 따라 중심 노드의 영향력이 달라질 수 있음에 주목한다. 음악 소셜 미디어인 Last.fm의 데이터를 분석하여 이를 검증한 결과, 중심-주변부 구조가 모호한 집단에서 신제품 확산이 증가하였으며, 중심 노드가 신제품 채택에 갖는 사회적 전염은중심-주변부 구조가 현저한 집단에서는 컸지만 모호한 집단에서는 작아졌다. 이에 따라 중심 노드가 신제품 확산에갖는 사회적 전염에 대해 집단의 중심-주변부 구조라는 새로운 경계 조건을 제시하였으며, 실무자들에게 효과적인마케팅 전략을 제안하였다.

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