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The diffusion process has been defined by various academic disciplines as the act of spreading something more widely. In commerce and marketing, the diffusion process refers to the affinity of new products or services and ideas or practices that are spread among people, in this case the market. When such new products, services or ideas are initially introduced, they are only adopted by a small number of people, though gradually they spread to more people.
Blogs are web pages that are frequently updated with information which is primarily textual, though it may also include photos, pictures, and other multimedia content. Over time, they have evolved from being simple online diaries to a crucial mechanism for the dissemination of information; they are also conversational mechanisms. Individuals make use of blogs on a daily basis to get new ideas, copy them, as well as reference them in the spread of information, thus, making blogging a critical function of the diffusion process. Blogs are important in the diffusion process because they are trusted and reliable sources of information. This is because, unlike newspapers and other forms of the media, they are written by independent individuals who are not influenced or biased in their reports. For this reason, they are highly credible because the chances of containing biased information are non-existent.
In addition, blogs are written and published real-time so that new information is as credible as possible. For this reason, people seeking a short-term, on-the-ground kind of information may find blogs more relevant. In the course of time and through frequent blogging, individual bloggers attain fame and acquire a brand of their own, thereby attracting more readers. With an increased number of readers, they consequently turn to reference hubs of knowledge, information, as well as ideas, which are then used in the diffusion process as they can be reached by a large number of Internet users.
An important aspect of blogging is its inclusion of feedback from readers. For this reason, bloggers receive feedback in the form of positive or negative comments, which they can use to improve, enhance or correct the idea, product, service or practice in question. The improvement then offers the product or idea a more enhanced placement in the market. In case of a misunderstanding between a blogger and the public, blogs enable interaction in the form of conversation between the two parties, and this may be used as a forum to provide further explanation to the reader. Reliability and trust are important if any message is to be transmitted because the person transmitting a message is actually risking their reputation. As such, bloggers must possess this virtue because they will be trusted more for passing reliable information. Social intimacy and popularity are an implication of a high level of bonding and consequent dependence.
Every day, millions of Internet users connect to online social networks, a fact which allows for the study of mechanisms behind human interactions. The major mechanism for the creation of social links has been identified as the triadic closure, whereby if Agnes follows Bobby and Bobby follows Catherine, then more often than not, Agnes will follow Catherine. This is a representation of the analysis of longitudinal micro blogging data which reveals a more nuanced view of the strategies which users employ in a bid to expand their social circles. This network structure not only impacts the spread of information among various users, but it is also impacted by this activity of communication. In retrospect, this causes the creation of a link where Agnes is likely to follow Catherine after getting to see her many messages. The behaviors associated with link creation may be summarized by way of classifying users into separate classes with diverse behavioral and structural characteristics.
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