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Full-Text Articles in Business
Identifying Social Influence In Networks Using Randomized Experiments, Sinan Aral, Dylan Walker
Identifying Social Influence In Networks Using Randomized Experiments, Sinan Aral, Dylan Walker
Business Faculty Articles and Research
The recent availability of massive amounts of networked data generated by email, instant messaging, mobile phone communications, micro blogs, and online social networks is enabling studies of population-level human interaction on scales orders of magnitude greater than what was previously possible.1'2 One important goal of applying statistical inference techniques to large networked datasets is to understand how behavioral contagions spread in human social networks. More precisely, understanding how people influence or are influenced by their peers can help us understand the ebb and flow of market trends, product adoption and diffusion, the spread of health behaviors such as smoking and …
Creating Social Contagion Through Viral Product Design: A Randomized Trial Of Peer Influence In Networks, Sinan Aral, Dylan Walker
Creating Social Contagion Through Viral Product Design: A Randomized Trial Of Peer Influence In Networks, Sinan Aral, Dylan Walker
Business Faculty Articles and Research
We examine how firms can create word-of-mouth peer influence and social contagion by designing viral features into their products and marketing campaigns. To econometrically identify the effectiveness of different viral features in creating social contagion, we designed and conducted a randomized field experiment involving the 1.4 million friends of 9,687 experimental users on Facebook.com. We find that viral features generate econometrically identifiable peer influence and social contagion effects. More surprisingly, we find that passive-broadcast viral features generate a 246% increase in peer influence and social contagion, whereas adding active-personalized viral features generate only an additional 98% increase. Although active-personalized viral …
Do Marketing Media Have Life Cycles? The Case Of Product Placement In Movies, Ekaterina Karniouchina, Can Uslay, Grigori Erenburg
Do Marketing Media Have Life Cycles? The Case Of Product Placement In Movies, Ekaterina Karniouchina, Can Uslay, Grigori Erenburg
Business Faculty Articles and Research
This article examines the economic worth of product placement in movies over a time span of 40 years (1968-2007). The authors find an inverted U-shaped relationship between the year of the movie release and the returns associated with product placements. In addition, a similar inverted U-shaped relationship characterizes the economic worth of tie-in campaigns associated with product placements. These findings are consistent with the habituation tedium theory used to explain the inverted U-shaped pattern in response to novel advertisements and suggest that the same mechanism could be influencing the response to an entire marketing medium. Overall, the results reinforce the …