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As social network use continues to increase, an important question for marketers is whether consumers’ online shopping activities are related to their use of social networks and, if so, what the nature of this relationship is. On the one hand, spending time on social networks could facilitate...
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We ask whether online opinions impact consumers' decision quality and assess whether this impact occurs immediately or requires one to undergo learning first. We focus on a setting where consumers have multiple learning experiences using opinions from both uni- and bi-directional network ties....
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We investigate the drivers of social media rebroadcasting behavior by jointly examining the effects of message content, user heterogeneity (both observed and unobserved), the fit between message content and individual users, and the influence of prior rebroadcasting activity. We focus on the...
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This research investigates the discontinuous diffusion process associated with User Generated Content (UGC). Specifically, we examine the daily views for a sample of videos posted on YouTube. We assume that the audience for each video is drawn from two segments that represent the initial...
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