Download or read book Essays on the Role of Social Interactions and Networks in Marketing written by Hema Yoganarasimhan and published by . This book was released on 2000 with total page 176 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Download or read book Essays on Social Influence Network Effects and Use of Social Media in Impacting Consumer Behavior written by Kamer Toker Yildiz and published by . This book was released on 2014 with total page 99 pages. Available in PDF, EPUB and Kindle. Book excerpt: The wide adoption of the Internet and social media has changed how consumers communicate amongst themselves and how companies communicate with their customers. Therefore, investigating the role of social interactions is important in understanding how consumers influence each other through online as well as offline channels for both marketing researchers, and companies that wish to leverage social media more effectively. This dissertation consists of two essays focusing on social influence, network effects and their marketing implications in today's socially engaged world. The first essay focuses on peer influence and studies the differential impact of online and offline social interactions on consumer's repeat usage behavior, and the effectiveness of monetary incentives in the presence of these social interactions. For this purpose, we develop a modeling framework that parses out the impacts of these individual effects and investigates their relative impact on behavior using a unique data set from a wellness program. We find that the effect of online interactions does indeed vary significantly in the presence of offline interactions and that ignoring the latter may well bias the estimates of the former. Furthermore, our results show that monetary incentives relative to social interactions have a significant, though lesser impact on repeat usage behavior. We finally offer several strategic implications by exploring a variety of scenarios through simulation analysis based on the model estimates. The second essay introduces anonymous others ("non-peer") influence in addition to peer influence and compares the relative influence of these two sources on consumers' product evaluations in an experimental setting. We show that contrary to the existing intuition, peers are not always more influential than non-peers and that the influence of these two sources depends on the proportion of people who endorse the product (i.e. , endorsement status: majority/minority endorsement). Interestingly, we find that peers have more positive influence than non-peers only under minority (but not majority) endorsement (experiment 1). We further show that peer influence manifests under minority endorsement because of consumers' endorsement and product fit perceptions (experiment 2). However, this effect diminishes if the endorsement is framed negatively (experiment 3) and gets stronger when the numeric size of the source is large (experiment 4). We discuss these findings in light of prevailing source influence theories and offer suggestions for marketing actions and firm strategy. We believe that this dissertation contributes not only to the marketing literature but also to other disciplines including social psychology, economics and operations research while offering useful implications for companies leveraging social media for both internal and external purposes.

Download or read book Peterson s Graduate Programs in Business 2011 written by Peterson's and published by Peterson's. This book was released on 2011-06-01 with total page 3151 pages. Available in PDF, EPUB and Kindle. Book excerpt: Peterson's Graduate Programs in Business, Education, Health, Information Studies, Law & Social Work contains a wealth of information on colleges and universities that offer graduate work in these fields. Institutions listed include those in the United States, Canada, and abroad that are accredited by U.S. accrediting agencies. Up-to-date data, collected through Peterson's Annual Survey of Graduate and Professional Institutions, provides valuable information on degree offerings, professional accreditation, jointly offered degrees, part-time and evening/weekend programs, postbaccalaureate distance degrees, faculty, students, degree requirements, entrance requirements, expenses, financial support, faculty research, and unit head and application contact information. Readers will find helpful links to in-depth descriptions that offer additional detailed information about a specific program or department, faculty members and their research, and much more. In addition, there are valuable articles on financial assistance, the graduate admissions process, advice for international and minority students, and facts about accreditation, with a current list of accrediting agencies.

Download or read book Three Essays on Social Media Use and Information Sharing Behavior written by Sarbottam Bhagat and published by . This book was released on 2021 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: Social media platforms create rich social structures, expand users' boundaries of social networks and revolutionize traditional forms of communications, social interactions and social relationships. These platforms not only facilitate the creation and sharing of news and information, but they also drive various kinds of businesses models, processes and operations, knowledge sharing, marketing strategies for brand management and socio-political discourses essential for healthy and democratic functions. As such, social media has greater implications on organizations and society brought about by individuals' social media usage patterns, and therefore, calls for further investigations. The main objective of this dissertation is to explore and offer insights into such social media usage and information sharing behaviors via data driven examination of various theories. This dissertation involves three studies that focus on factors that explain individuals' three different social media usage behaviors. Essay 1 investigates individuals' perceived importance of online affiliation, self-esteem, self-regulation and risk-benefit structure as antecedents of users' geo-tagging behavior on social media. Essay 2 examines the role of online news quality, source credibility, individuals' perception towards online civic engagement, attitude towards news sharing and social influences to understand users' news sharing behavior on social media platforms. Essay 3 seeks to examine the individuals' information verification behavior on social media through the lens of individuals' fake news awareness, perceived cost of information verification, trust in social media and truth-seeking.

Download or read book Essays on congruence theory in marketing written by Robér Rollin and published by Springer Nature. This book was released on 2022-09-30 with total page 177 pages. Available in PDF, EPUB and Kindle. Book excerpt: Digital products are intangible goods, mainly presented visually and acoustically to consumers in the form of videos, images, texts, and music that can be bought, downloaded, or streamed via various web stores. Their consumption primarily fulfills hedonic needs. Before purchasing, a consumer's interaction with a digital product is always mediated by technology. Therefore, consumers cannot directly judge the quality through "touch and feel" experiences. This book diminishes the ability to evaluate digital products. Therefore his thesis seeks to answer which product attributes have an impact on consumers' product evaluation, and purchase intention.

Download or read book Essays on Social Interactions and Networks written by Ryo Nakajima and published by . This book was released on 2004 with total page 254 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Download or read book Rethinking the Role of Social Networks in Knowledge Diffusion written by Nazmun Nahar Ratna and published by . This book was released on 2007 with total page 202 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Download or read book Three Essays on the Importance of Social Networks in the Labor Market written by Mauro Sylos Labini and published by . This book was released on 2004 with total page 99 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Download or read book Essays On Social Interaction In Three Kinds of Networks written by Nghi Truong Cong Thanh and published by . This book was released on 2021 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Download or read book The Structural Importance of Consumer Networks written by Seung Hwan (Mark) Lee and published by . This book was released on 2011 with total page 284 pages. Available in PDF, EPUB and Kindle. Book excerpt: This dissertation contains three essays that investigate how a consumer's social network position (i.e., a person's location within a web of relationships) plays an important role in the way that consumer influences and exchanges information with others. Using social capital theory as the conceptual framework, I demonstrate that a consumer's location within a network (network centrality) has an effect on their ability to influence others and, conversely, on others' ability to influence them. I also show that network positions influence the type of information that is sought from others (information about the self or information about others). Moreover, I demonstrate that people's perceptions of their own social capital may not coincide with their actual stores of social capital, revealing how this discrepancy may yield certain social benefits and social costs. Together, the findings of this research contribute to our understanding of consumer networks and further emphasize the relevance and importance of social network positions and social capital. Essay 1 provides a framework for understanding the association between network centrality and the flow of consumer influence. Overall, people see themselves as opinion leaders when they perceive that they are central (i.e., popular) within their networks. However, these self-assessments are sometimes at odds with the perceptions of the rest of the network members. Counter-intuitively, the findings demonstrate that consumers who perceive themselves to be central in networks are quite susceptible to the influence of others. Essay 2 further extends the investigation of network centrality to information-seeking behavior. The results demonstrate that network centrality is positively related to a consumer's rate of seeking information from other network members. Interestingly, people occupying degree central positions tend to seek information about their own consumer behavior (i.e., feedback), while people occupying betweenness central positions tend to seek information about the behavior of other consumers. Finally, Essay 3 focuses on the instrumental and detrimental role of the individual's materialism in social network development. Based on an experimental study and a separate longitudinal field study of a social network, I demonstrate that materialistic consumers are susceptible to a perceptual network fallacy (a mismatch between individuals' perceptions of their social networks versus their actual social networks, as rated by others) over time. Results from the longitudinal field study demonstrate that materialistic individuals overestimated the number of friends they had in their social networks in two separate time periods. Further, materialistic individuals overestimated the growth of their social networks over time. A follow-up experimental study reveals that materialistic consumers overestimated the extent to which others desired to develop friendships with them. Using the latest social network analysis techniques, I demonstrate the unique advantages and disadvantages of occupying central positions in social networks.

Download or read book Essays on Internet and Network Mediated Marketing Interactions written by Liye Ma and published by . This book was released on 2011 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Download or read book Essays on the Influence of Social Networks on the Marketing Distribution Channel and New Product Diffusion written by Shenyu Li and published by . This book was released on 2010 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt:

Download or read book Essays on Purchasing and Supply Management written by Daniel Kern and published by Springer Science & Business Media. This book was released on 2011-04-20 with total page 150 pages. Available in PDF, EPUB and Kindle. Book excerpt: Daniel Kern provides an answer on how to implement the theoretical concepts into day-to-day business of multinational corporations through the empirical validation of SCM models and in-depth casestudies. The four essays cover research on inter-firm collaboration, supply risk management, purchasing competences and research on measuring and benchmarking SCM efforts.

Download or read book Salesperson Networking Behaviors and Sales Prospecting Outcomes written by Andrew T. Crecelius and published by . This book was released on 2016 with total page 148 pages. Available in PDF, EPUB and Kindle. Book excerpt: Scholars and practitioners alike recognize the importance of the front end of the sales funnel – identifying and qualifying leads for new business – in setting the stage for acquiring and retaining customers. Salespeople have an important role to play in lead generation and qualification by prospecting for new customers, but academic research on prospecting is limited and mostly out-of-date. Some scholars have suggested that sales networking has an important role to play in prospecting. I conceptualize frontline networking behaviors as social actions taken by salespeople across the organizational boundary. Through two independent essays, this dissertation investigates the role of frontline networking behaviors in driving sales prospecting outcomes. Essay 1 My first essay emphasizes that the effect of frontline networking behaviors on prospecting outcomes is contingent on the salesperson’s reason for engaging in these behaviors. I consider a new construct, the motivation to network, as an important moderator of the relationship between networking behaviors and prospecting outcomes. Drawing on literature from the domains of social capital and self-determination theory, I test several hypotheses regarding prospecting performance in terms of both the volume and desirability of prospects using an empirical study combining survey, archival, and secondary data from a large Midwestern auto insurance sales force. I employ insurance quoting data to represent prospecting outcomes. This is the first study to take a behavioral approach to network-driven sales performance, and the first to explicitly consider the motivation to network. Results highlight the role of frontline networking behaviors in driving sales prospecting output, especially in terms of the desirability of prospects generated. Hypothesis tests within a generalized linear and latent mixed modeling (GLAMM) framework generally support the importance of the breadth of networking behaviors over depth, and imply that salespeople internally driven to network are better served by leveraging strong-tie relationships, while salespeople externally driven to network are better served by leveraging weak-tie relationships. These findings can be leveraged by sales managers to train and coach salespeople to properly align their networking behaviors with their motivations to network. Essay 2 In my second essay, I conceptualize frontline networking behaviors as a marketing communications tool by exploring interactions with other communications mix elements. The managerial focus of this essay hinges on the question of whether frontline networking behaviors are substitutes for, or complements to, other elements of the communications mix (e.g., advertising). With a focus on advertising executed at the level of individual salespeople, I draw on literature from integration marketing communications, relationship marketing, and the psychology of communications to postulate that a variety of beneficial and detrimental effects may occur. I identify more nuanced effects by distinguishing between standardized advertising (impersonal, one-way communications such as television) and rich advertising (personal communications involving two-way contact such as local sponsorships), as well as between traditional (i.e., face-to-face or telephone) networking behaviors and social media-based networking behaviors. I consider the generation of both relational (i.e., likely to stay with one firm) and transactional (i.e., focused on a single transaction) prospects as outcomes of interest. I conduct an empirical analysis using a combination of survey and archival data from a large Midwestern auto insurance sales force. Generally speaking, rich advertising interacts positively with social media instrumental frontline networking and negatively with traditional instrumental frontline networking, while standardized advertising interacts positively with traditional instrumental frontline networking and negatively with social media instrumental frontline networking. Results are consistent with theories from the communications literature. These findings encourage marketing managers to carefully consider salesperson networking behaviors when making advertising allocation decisions; for example, all else being equal, salespeople favoring traditional networking ought to be supported with a greater degree of standardized advertising.

Download or read book Three Essays on Social Interactions and Networks written by Shenzhe Wang and published by . This book was released on 2014 with total page 170 pages. Available in PDF, EPUB and Kindle. Book excerpt: This dissertation focuses on the social interaction with economic perspectives. This first essay tests peer effects in the workplace with piece-rate compensation. Reference groups are defined as the geographical peers in undirected networks. A series of spatial econometric models are employed to investigate the social effects. We identify and present evidence for endogenous effects (production) while find no evidence for exogenous effects (characteristics). We also find that the heterogeneity of endogenous effects depends on workers and their peers' characteristics, which is defined as conditional endogenous effects in this paper. Our results suggest that rearranging workers' seats according to their personal characteristics could lead to changes in overall productivity. From a field experiment design, the second essay studies the relation between social distance and training outcomes. We test our hypothesis through two measures: the tips shared with trainees by trainers, and the exist test results of trainees. We find that trainers share more tips to socially closer trainees, and the communications between trainers and trainees have a significant indirect effects on the number of tips shared. The productivity of trainees are also higher when they are socially closer to their trainers. The third essay discusses the identification problem in social peers effect studies. By considering the canonical linear in means model with the rank condition in simultaneous equations model, it suggests that the group structures determines the identifiablity of the desired social effects estimates. Transitive networks are not identified unless there are more information contained in the between group structures. Modifications to the conventional model are also suggested with respect to the recovery of transitive networks and potentially incomplete networks.

Download or read book Essays on Stakeholder Networks in Marketing written by Franziska Schmid and published by . This book was released on 2022 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: This dissertation examines the importance of how stakeholder networks can generate insights for marketers. Although there has been ample research on some types of stakeholder networks in the marketing literature (e.g., customers), not all stakeholder networks have been given equal attention. In the introduction of this dissertation, I discuss the different types of stakeholder networks, including networks of customers, employees, and suppliers, as well as networks of firms' followers on social media. The following essays address gaps in the marketing literature by examining how data on two specific networks of stakeholders (salespeople and social media followers) can aid firms in identifying potentially valuable marketing strategies. The first essay uses novel data to identify network ties between salespeople at a business-to-business (B2B) firm. Using this data on network ties, I measure salespeople's social capital within the firm. I then distinguish how the effect of social capital on B2B sales is distinct from other categories of intellectual capital (i.e., human and organizational capital). I find that categories of intellectual capital have heterogenous impacts on salespeople's success across different selling types (e.g., customer acquisitions, rebuying, and cross-selling). Among selling types, human capital is most beneficial for rebuying and social capital for cross-selling. In the second essay, I demonstrate how to use standard network analysis methods and community detection algorithms common in computer science to identify segments of followers using a large organization's social media account. Many firms only apply a mass marketing strategy without targeting content to specific follower segments. I use four community detection methods to identify segments of social media followers with common connections or interests. My results show that among all methods tested, the algorithm that utilizes both network connections and follower interests as inputs to detect "communities" generates segments with the most specific community characteristics. These results suggest that firms can leverage their existing social network data to detect communities based on follower connections and interests, enabling more granular marketing strategies. I conclude by discussing future directions for stakeholder network research.

Download or read book Essays on Marketing and Online Social Networks written by Andreas U. Lanz and published by . This book was released on 2017 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt: