Social networks as glocal products: The case of Facebook

A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and Economics

Who influence the music tastes of adolescents? A study on interpersonal influence in social networks

Research on music information behavior demonstrates that people rely primarily on others to discover new music. This paper reports on a qualitative study aiming at exploring more in-depth how music information circulates within the social networks of late adolescents and the role the different people involved in the process play. In-depth interviews were conducted with 19 adolescents (15-17 years old). The analysis revealed that music opinion leaders showed eagerness to share music information, tended to seek music information on an ongoing basis, and were perceived as being more knowledgeable than others in music. It was found that the ties that connected participants to opinion leaders were predominantly strong ties, which suggests that trustworthiness is an important component of credibility. These findings could potentially help identify new avenues for the improvement of music recommender systems.

Multilevel multitrait-multimethod model: application to the measurement of egocentered social networks

Our goal in this paper is to assess reliability and validity of egocentered network data using multilevel analysis (Muthen, 1989, Hox, 1993) under the multitrait-multimethod approach. The confirmatory factor analysis model for multitrait-multimethod data (Werts & Linn, 1970; Andrews, 1984) is used for our analyses. In this study we reanalyse a part of data of another study (Kogovšek et al., 2002) done on a representative sample of the inhabitants of Ljubljana. The traits used in our article are the name interpreters. We consider egocentered network data as hierarchical; therefore a multilevel analysis is required. We use Muthen's partial maximum likelihood approach, called pseudobalanced solution (Muthen, 1989, 1990, 1994) which produces estimations close to maximum likelihood for large ego sample sizes (Hox & Mass, 2001). Several analyses will be done in order to compare this multilevel analysis to classic methods of analysis such as the ones made in Kogovšek et al. (2002), who analysed the data only at group (ego) level considering averages of all alters within the ego. We show that some of the results obtained by classic methods are biased and that multilevel analysis provides more detailed information that much enriches the interpretation of reliability and validity of hierarchical data. Within and between-ego reliabilities and validities and other related quality measures are defined, computed and interpreted

Dynamics of brand competition: Effects of unobserved social networks

Brand competition is modelled using an agent based approach in order to examine the long run dynamics of market structure and brand characteristics. A repeated game is designed where myopic firms choose strategies based on beliefs about their rivals and consumers. Consumers are heterogeneous and can observe neighbour behaviour through social networks. Although firms do not observe them, the social networks have a significant impact on the emerging market structure. Presence of networks tends to polarize market share and leads to higher volatility in brands. Yet convergence in brand characteristics usually happens whenever the market reaches a steady state. Scale-free networks accentuate the polarization and volatility more than small world or random networks. Unilateral innovations are less frequent under social networks.

Social networks and occupational choice: the endogenous formation of attitudes and beliefs about tax compliance

The paper analyses the emergence of group-specific attitudes and beliefs about tax compliance when individuals interact in a social network. It develops a model in which taxpayers possess a range of individual characteristics – including attitude to risk, potential for success in self-employment, and the weight attached to the social custom for honesty – and make an occupational choice based on these characteristics. Occupations differ in the possibility for evading tax. The social network determines which taxpayers are linked, and information about auditing and compliance is transmitted at meetings between linked taxpayers. Using agent-based simulations, the analysis demonstrates how attitudes and beliefs endogenously emerge that differ across sub-groups of the population. Compliance behaviour is different across occupational groups, and this is reinforced by the development of group-specific attitudes and beliefs. Taxpayers self-select into occupations according to the degree of risk aversion, the subjective probability of audit is sustained above the objective probability, and the weight attached to the social custom differs across occupations. These factors combine to lead to compliance levels that differ across occupations.

Academic social networks affecting the adoption of e-learning in Turkey

This article reports findings from an ethnographic study of e-leaming adopters in Turkey and examines ways in which cultural factors shape the adoption and use of infonnation technology for online teaching. This research focuses on influential early adopters in the tertiary education sector in Turkey who have become change agents by inspiring small networks of their peers into e-learning. The study examines the operation of trust and inspiration in networking and teamwork in the Asian academic environment. A key finding of this research is that the early adopters of e-Ieaming tend to become change agents in small groups and networks. This research sheds light on the mechanisms by which the process of e-Ieaming adoption relies on social networks and connections.

The effects of the social structure of digital networks on viral marketing performance

Viral marketing is a form of peer-to-peer communication in which individuals are encouraged to pass on promotional messages within their social networks. Conventional wisdom holds that the viral marketing process is both random and unmanageable. In this paper, we deconstruct the process and investigate the formation of the activated digital network as distinct from the underlying social network. We then consider the impact of the social structure of digital networks (random, scale free, and small world) and of the transmission behavior of individuals on campaign performance. Specifically, we identify alternative social network models to understand the mediating effects of the social structures of these models on viral marketing campaigns. Next, we analyse an actual viral marketing campaign and use the empirical data to develop and validate a computer simulation model for viral marketing. Finally, we conduct a number of simulation experiments to predict the spread of a viral message within different types of social network structures under different assumptions and scenarios. Our findings confirm that the social structure of digital networks play a critical role in the spread of a viral message. Managers seeking to optimize campaign performance should give consideration to these findings before designing and implementing viral marketing campaigns. We also demonstrate how a simulation model is used to quantify the impact of campaign management inputs and how these learnings can support managerial decision making.