The Tie Effect on Information Dissemination the Spread of a Commercial Rumor in Hong Kong

Social Networks 24 (2002) 49–75

The tie effect on information dissemination: the spread of a commercial rumor in Hong Kong

Gina Lai∗ , Odalia Wong

Department of Sociology, Hong Kong Baptist University, Kowloon Tong, Kowloon, Hong Kong

Abstract The ability to acquire information has been considered a crucial factor facilitating instrumental actions, such as job search and organizational innovation. Previous social network studies tend to treat the characteristics of social ties through which information is acquired as causes that may affect instrumental outcomes. However, little research has directly examined the spread of information via social ties and the tie effect on information dissemination. Using telephone survey data collected after the outbreak of an extensive commercial rumor in Hong Kong, the present paper investigates the characteristics of social ties through which the information is spread and the tie effect on information dissemination. Results show that while mass media, particularly television, serves as a major channel of information flow, social ties are also widely used. Individuals tend to share information with strong ties, or people with whom they perceive to have good relations. However, information transmitted via kin ties tends to arrive at the respondent faster than via nonkin ties or other communication channels. Implications of the findings are discussed. © 2002 Elsevier Science B.V. All rights reserved.

Keywords: Commercial rumor; Information dissemination; Tie effect

1. Introduction Information is generally conceived as a valuable but scarce resource in market economies. The acquisition of timely and accurate information is argued to facilitate various market outcomes, such as job mobility and organizational performance (Burt, 1992; Granovetter, 1974; Powell et al., 1996). Information for instrumental purposes has been found to be more efficiently and effectively transmitted through personal routes rather than impersonal ones...