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https://scholarbank.nus.edu.sg/handle/10635/42701
| 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 | URI: | http://scholarbank.nus.edu.sg/handle/10635/42701 |
| Appears in Collections: | Staff Publications |
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