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The role of network embeddedness across multiple social networks: Evidence from mobile social network games
Institution:1. CUHK Business School, The Chinese University of Hong Kong, 1134 Cheng Yu Tung Building, No.12, Chak Cheung Street, Shatin, N.T., Hong Kong;2. The Samuel Curtis Johnson Graduate School of Management, Cornell University, 351 Sage Hall, Cornell University, Ithaca, NY 14853, USA;1. University of Amsterdam Business School, Plantage Muidergracht 12, 1018 TV Amsterdam, the Netherlands;2. Tilburg University, Warandelaan 2, 5037 AB Tilburg, the Netherlands;3. UNC-Chapel Hill, Chapel Hill, NC, USA;1. San Diego State University, 5500 Campanile Drive, San Diego, CA 92182, United States;2. University of Southern California, 2001 N Soto St., Los Angeles, CA 90032, United States;1. Essec Business School, 3 Av. Bernard Hirsch, 95000 Cergy, France;2. Ivey Business School, Western University, 1255 Western Rd, London, ON N6G 0N1, Canada;3. Carson College of Business, Washington State University, 300 NE College Ave, Pullman, WA 99163, United States;1. The Interdisciplinary Center (IDC), Israel;2. Hebrew University of Jerusalem, Israel;3. New York University, USA and The Interdisciplinary Center (IDC), Israel;1. NEOMA Business School, 59 Rue Pierre Taittinger, Reims, France;2. SKIM, Friedrichstraße 76, 10117 Berlin, Germany;3. Korea University Business School, Korea University, Seoul 02841, Republic of Korea;4. Ohio State University, 2100 Neil Avenue, 43210 Columbus, OH, United States;1. Department of Marketing, National University of Singapore, 8-27, NUS Business School BIZ 1 (Mochtar Riady Building), 15 Kent Ridge Drive, Singapore;2. Department of Marketing, The Chinese University of Hong Kong, Room 1104, 11/F, Cheng Yu Tung Building, 12 Chak Cheung Street, Shatin, N.T., Hong Kong
Abstract:This article examines peer influences from network relationships within a social network game (i.e., embeddedness) and across such games (i.e., multiplexity). Drawing on social influence theory, we develop a bivariate Poisson model of users’ repeated visits and latent attrition that accommodates peer interaction after controlling for homophily. We estimate the model using data from two social network games with considerable overlap among network members. We find that friends who are only multiplex across games exert greater peer influence on users’ game visits than members who are embedded within a single game. We also determined that ignoring network multiplexity across games may lead firms to mistarget users due to biased peer influences of embedded friends. This result provides an unresearched explanation—strength of peer influence—for the mixed findings in previous literature on network embeddedness. We utilized our results to conduct several scenario analyses to demonstrate how firms can effectively manage users’ engagement and target users in multiple social network games.
Keywords:Peer influence  Social network games  Network embeddedness  Network multiplexity  Network-targeting  Social network analysis
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