000			02950nam a2200217Ia 4500
005			20260803094231.0
008			251212s9999 xx 000 0 und d
245	1		_aSocial dollars in online communities : _bthe effect of product, user and network characteristics / _cEunho Park, Rishika Rishika, Ramkumar Janakiraman, Mark B. Houston & Byungjoon Yoo.
240	1		_aJournal of Marketing
100			_a82
100			_d1
700			_a1/1/2018
700	0		_a93-114
110			_aArticle
260			_aEnglish : _b,
250			_asocial networks ; social contagion ; online communities ; massively multiplayer online role-playing games ; double-hurdle model
300			_aOnline communities have experienced burgeoning popularity over the last decade and have become a key platform for users to share information and interests, and to engage in social interactions. Drawing on the social contagion literature, the authors examine the effect of online social connections on users` product purchases in an online community. They assess how product, user and network characteristics influence the social contagion effect in users` spending behavior. The authors use a unique large-scale data set from a popular massively multiplayer online role-playing game community - consisting of users` detailed gaming activities, their social connections, and theri in-game purchases of functional and hedonic products - to examine the impact of gamers` social networks on their purchase behavior. The analysis, based on a double-hurdle model that captures gamers` decisions of playing and spending levels, reveals evidence of "social dollars," whereby social interaction between gamers in the community increase their in-game product pruchases. Interestingly, the results indicate that social influence varies across different types of products. Specifically, the effect of a focal user`s network ties on his or her spending on hedonic products is greater than the effect of network ties on the focal user`s spending on fucntional products. Furthermore, the authors find that user experience negatively moderates social contagion for functional products, whereas it positively moderates conatgion for hedonic products. In addition, dense networks enhance contagion over functional product purchases, whereas they mitigate the social influence effect over hedonic product purchases. The authors perform a series of tests and robustness checks to rule out the effect of confounding factors. They supplement their econometric analyses with dynamic matching techniques and estimate average treatment effects. The results of the study have implications for both theory and practice insights on how managers can monetize social networks and use of social information to increase user engagement in online communities.
942			_2lcc _cpr _ajpascua _b2020-11-03 17:01:59 _djpascua _e2020-11-03 17:01:59
943			_b0 _c0 _d0 _e1 _f0 _g0 _h0 _i0 _j0
998			_a11602
999			_c11500 _d11500