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Title: Product adoption in online social network
Authors: Xu, Y.C. 
Zhang, C.
Xue, L.
lan Yeo, L.
Keywords: Frequency-rating
Online social network
Product adoption
Product diffusion
Viral marketing
Issue Date: 2008
Citation: Xu, Y.C.,Zhang, C.,Xue, L.,lan Yeo, L. (2008). Product adoption in online social network. ICIS 2008 Proceedings - Twenty Ninth International Conference on Information Systems. ScholarBank@NUS Repository.
Abstract: In product-oriented online social networks, members post product reviews as well as maintaining a list of friends. How to measure the influence a member receives from her friends? This study compares four models to measure the influence based on different theories which make various assumptions of member behavior in a social network. An empirical study was conducted based on 2324 social network members of a cosmetic website. We found the influence from a member's egocentric network is best measured by a model that incorporates both the frequency and valence of interactions among members.
Source Title: ICIS 2008 Proceedings - Twenty Ninth International Conference on Information Systems
Appears in Collections:Staff Publications

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