The Call of Social Capital in Pinduoduo Withdrawal Activities from The Perspective of Social Network Theory
DOI:
https://doi.org/10.54097/fbem.v6i2.2772Keywords:
Social network, Social capital, Pinduoduo.Abstract
Online sharing activities represented by Pinduoduo withdrawal activities require users to call their own social networks to achieve the goal of the activity. Through the investigation of social network calls in withdrawal activities, the authors found that: (1) the more people at the top of the network and the greater the difference in social networks, the greater the possibility of successful withdrawal; (2) the success of the withdrawal does not depend on the size of the entire social network, but on the invocation of affective and mixed relationships; (3) Activity participants have cognitive biases about the reuse relationship.
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