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Measuring Node Importance and its Impact in Consumer Networks

Consumers have self-organized into virtual brand communities. These communities can be modeled as two distinct, albeit connected, networks: social and informational. These networks change over time as product involvement and its resulting wordof-mouth change. This study introduces a new metric for measuring network node importance and uses that metric to empirically support a model explaining how these community networks change over time by observing the evolution of ten diverse online brand communities. These communities are egalitarian in assigning value to informational content. Highlyvalued content explains 10% of social network growth while product involvement seems to explain the remainder.