Triadic closure, homophily, and reciprocation: An empirical investigation of social ties between content providers

• Main Authors: SONG, tingting, TANG, Qian, HUANG, Jinghua
• Format: text
• Language: English
• Published: Institutional Knowledge at Singapore Management University 2019
• Subjects: Social networking; user-generated content; reciprocation; switching regression model; homophily; triadic closure; Databases and Information Systems; Social Media
• Online Access: https://ink.library.smu.edu.sg/sis_research/4827
• Institution: Singapore Management University

In social media, a content provider can initiate outgoingties to other providers to promote their content, thus inviting reciprocalpromotion. We investigate how the reciprocation benefit for the initiatingprovider is affected by homophily and triadic closure, the two major mechanismsof tie formation...