Creating social contagion through viral product design / Sinan Aral in Management science, Vol. 57 N° 9 (Septembre 2011)  

Public ISBD [article]  inManagement science > Vol. 57 N° 9 (Septembre 2011) . - pp. 1623-1639 Titre : Creating social contagion through viral product design : A randomized trial of peer influence in networks Type de document : texte imprimé Auteurs : Sinan Aral, Auteur ; Dylan Walker, Auteur Année de publication : 2011 Article en page(s) : pp. 1623-1639 Note générale : Management Langues : Anglais (eng) Mots-clés : Peer influence Social contagion networks Viral marketing product design Information systems Randomized experiment Index. décimale : 658 Organisation des entreprises. Techniques du commerce Résumé : contagion, we designed and conducted a randomized field experiment involving the 1.4 million friends of 9,687 experimental users on Facebook.com. We find that viral features generate econometrically identifiable peer influence and social contagion effects. More surprisingly, we find that passive-broadcast viral features generate a 246% increase in peer influence and social contagion, whereas adding active-personalized viral features generate only an additional 98% increase. Although active-personalized viral messages are more effective in encouraging adoption per message and are correlated with more user engagement and sustained product use, passive-broadcast messaging is used more often, generating more total peer adoption in the network. Our work provides a model for how randomized trials can identify peer influence in social networks. DEWEY : 658 ISSN : 0025-1909 En ligne : http://mansci.journal.informs.org/content/57/9.toc [article] Creating social contagion through viral product design : A randomized trial of peer influence in networks [texte imprimé] / Sinan Aral, Auteur ; Dylan Walker, Auteur . - 2011 . - pp. 1623-1639. Management Langues : Anglais (eng) in Management science > Vol. 57 N° 9 (Septembre 2011) . - pp. 1623-1639 Mots-clés : Peer influence Social contagion networks Viral marketing product design Information systems Randomized experiment Index. décimale : 658 Organisation des entreprises. Techniques du commerce Résumé : contagion, we designed and conducted a randomized field experiment involving the 1.4 million friends of 9,687 experimental users on Facebook.com. We find that viral features generate econometrically identifiable peer influence and social contagion effects. More surprisingly, we find that passive-broadcast viral features generate a 246% increase in peer influence and social contagion, whereas adding active-personalized viral features generate only an additional 98% increase. Although active-personalized viral messages are more effective in encouraging adoption per message and are correlated with more user engagement and sustained product use, passive-broadcast messaging is used more often, generating more total peer adoption in the network. Our work provides a model for how randomized trials can identify peer influence in social networks. DEWEY : 658 ISSN : 0025-1909 En ligne : http://mansci.journal.informs.org/content/57/9.toc

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