Do friends influence purchases in a social network
By: Raghuram Iyengar, Sangman Han, and Sunil Gupta
Contributors: Han, Sangman; Gupta, Sunil, 1958-; Harvard Business School
Series: Working paper / Harvard Business School -- 09-123; Working paper (Harvard Business School) -- 09-123
Publisher: Harvard Business School
Published: 2009
Place of publication: Boston]
Language: eng
Number of pages: 36
Description: Social networks, such as Facebook and Myspace have witnessed a rapid growth in their membership. Some of these businesses have tried an advertising-based model with very limited success. However, these businesses have not fully explored the power of their members to influence each other's behavior. This potential viral or social effect can have significant impact on the success of these companies as well as provide a unique new marketing opportunity for traditional companies. However, this potential is predicated on the assumption that friends influence user's behavior. In this study we empirically examine this issue.
Notes: "April 2009"--Publisher's website.

Includes bibliographical references.