Evolution of audience duplication networks among social networking sites: Exploring the influences of preferential attachment, audience size, and niche width

Abstract

This study examines the evolution of social networking sites (SNSs) from a networked audience duplication perspective. Guided by social network theory, the theory of double jeopardy, and niche theory, this study proposes an integrated framework to explain the evolution of SNS choices of the US audience between 2016 and 2019. Shared traffic data were retrieved from comScore’s Media Metrix Multi-Platform database. The empirical results of the separable temporal exponential random graph model (STERGM) confirm that preferential attachment, audience size, and niche width significantly drive the likelihood of tie formation and dissolution in the evolving audience duplication network. These effects hold true even when other endogenous structural features and exogenous nodal attributes are taken into account. Theoretical implications for the networked media landscape are discussed.