New product adoption in social networks: Why direction matters |
| |
Authors: | Oliver Hinz Christian Schulze Carsten Takac |
| |
Affiliation: | 1. Technische Universität Darmstadt, Hochschulstr 1, 64289 Darmstadt, Germany;2. Frankfurt School of Finance & Management, Sonnemannstr 9-11, 60314 Frankfurt am Main, Germany;3. Goethe-University of Frankfurt, Grueneburgplatz 1, 60323 Frankfurt am Main, Germany |
| |
Abstract: | Marketing managers and researchers generally agree that analyzing data from social networks and using them to influence consumers' purchase decisions are useful strategies. However, not all social network data may identify the most influential customers. This empirical study of more than 300 students reveals the low explanatory power of friendship networks (e.g., Facebook) and undirected-advice networks (e.g., LinkedIn). Only directed-advice networks (e.g., Google +) clearly identify influential consumers. In addition, the results challenge conventional wisdom that firms should target advisers assuming that they have the strongest influence on new product adoption. This study contradicts this common assumption and reveals that structural equivalence drives product adoption more than cohesion because advisees' adoption pressures advisers to purchase the product as well. Finally, the study shows the value of social network data beyond the traditional ego-centric psychographic metrics, such as innovativeness or opinion leadership. |
| |
Keywords: | Social network analysis Social contagion Diffusion Directed networks Undirected networks |
本文献已被 ScienceDirect 等数据库收录! |
|