Digital Information Diffusion among Professionals: An Individual-Level Behavioural Approach
(A2025-126451)

AUTHORS

Joep van Haren, Maastricht University; Jos Lemmink, Maastricht University, School of Business and Economics; Allard van Riel, UHasselt, Marketing & Strategy; Mahdi Ebrahim, Maastricht University

ABSTRACT

Professionals increasingly rely on peer-generated content on social media to stay informed about innovations and industry trends, presenting marketers with opportunities to engage professional audiences. Information diffusion on social media occurs mainly through rebroadcasting (i.e., “sharing”). However, it remains unclear what seed selection criteria should be applied in professional contexts. This article empirically examines how information diffuses within professional networks by analysing interdependent, individual-level rebroadcasting behaviours. Using a rich, longitudinal dataset from the X API and Relational Event Modelling, we identify four behavioural mechanisms—engaging, amplifying, mixing, and clustering—that drive diffusion. Our findings, informed by Social Exchange Theory, provide actionable insights for marketers to optimise seeding strategies and enhance content impact in professional networks.