Computer Engineering Commons^™

Nudging Social Online Referrals: Evidence From A Randomized Field Experiment, Qian Zeng

Dissertations and Theses Collection (Open Access)

With the rise of social commerce platforms and customer engagement in online products and services, firms are focusing their attention on effective social online referral program to encourage customers’ online referral behaviors to grow their customer base. Hence, how to influence customers to participate in online referral is a matter of the utmost importance to firms. However, little empirical research has examined the impact of online referral program on customers’ online referral on social commerce platform. To close this research gap, this dissertation investigates the effectiveness of digital nudging for consumers’ social online referral on social commerce platforms.

Working with …

Analyzing And Modeling Users In Multiple Online Social Platforms, Roy Lee Ka Wei

Dissertations and Theses Collection (Open Access)

This dissertation addresses the empirical analysis on user-generated data from multiple online social platforms (OSPs) and modeling of latent user factors in multiple OSPs setting.

In the first part of this dissertation, we conducted cross-platform empirical studies to better understand user's social and work activities in multiple OSPs. In particular, we proposed new methodologies to analyze users' friendship maintenance and collaborative activities in multiple OSPs. We also apply the proposed methodologies on real-world OSP datasets, and the findings from our empirical studies have provided us with a better understanding on users' social and work activities which are previously not uncovered …

Exploring Offline Friendships On The Social Information Network: Network Characteristics, Information Diffusion, And Tie Strength, Felicia Natali

Dissertations and Theses Collection (Open Access)

The rapid increase in online social networking services over the last decade has pre- sented an unprecedented opportunity to observe users’ behaviour both on a societal and individual level. The insight gained from analysing such data can help foster a deeper understanding of social media users and the flow of information, while also offering valuable business applications. User relationships are among the most studied aspects of online behaviour. These relationships are not homogeneous. Past research has shown that people use social networks to both socialize and source in- formation. Hence, different types of links – used to socialize, gain information, …