Network Structure and Observational Learning: Evidence from a Location-Based Social Network

ZHAN SHI; ANDREW B. WHINSTON

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Network Structure and Observational Learning: Evidence from a Location-Based Social Network

机译：网络结构和观察性学习：来自基于位置的社交网络的证据

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In recent years, there has been stellar growth of location-based/enabled social networks in which people can "check in" to physical venues they are visiting and share with friends. In this paper, we hypothesize that the "check-ins" made by friends help users learn the potential payoff of visiting a venue. We argue that this learning-in-a-network process differs from the classic observational learning model in a subtle yet important way: Rather than from anonymous others, the agents learn from their network friends, about whose tastes in experience goods the agents are better informed. The empirical analyses are conducted on a unique data set in which we observe both the explicit interpersonal relationships and their ensuing check-ins. The key result is that the proportion of checked-in friends is not positively associated with the likelihood of a new visit, rejecting the prediction of the conventional observational learning model. Drawing on the literature in sociology and computer science, we show that weighting the friends' check-ins by a parsimonious proximity measure can yield a more intuitive result than the plain proportion does. Repeated check-ins by friends are found to have a pronounced effect. Our empirical result calls for the revisiting of observational learning in a social network setting. It also suggests that practitioners should incorporate network proximity when designing social recommendation products and conducting promotional campaigns in a social network.

机译：近年来，基于位置/启用社交网络的蓬勃发展，人们可以“签到”他们正在访问的物理场所并与朋友共享。在本文中，我们假设朋友进行的“签到”可帮助用户了解访问场地的潜在收益。我们认为，这种“网络学习”过程与传统的观察式学习模型有一个微妙而又重要的方式不同：代理商从匿名的网络朋友那里学到的东西比他们的网络朋友更好，而不是匿名的其他人，代理商从他们的体验商品中得到的味道更好知情的。实证分析是在一个独特的数据集上进行的，在该数据集中，我们观察到了明确的人际关系及其随之而来的签到。关键结果是，签入朋友的比例与新访问的可能性没有正相关，从而拒绝了常规观察学习模型的预测。利用社会学和计算机科学方面的文献，我们表明，通过简约的接近度度量对朋友的签入进行加权可以产生比普通比例更直观的结果。发现朋友反复入住会产生明显影响。我们的经验结果要求在社交网络环境中重新进行观察性学习。它还建议从业者在设计社交推荐产品和在社交网络中进行促销活动时应考虑网络邻近性。

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来源
《Journal of management information systems》 |2013年第2期|185-212|共28页
作者
ZHAN SHI; ANDREW B. WHINSTON;
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作者单位

W.P. Carey School of Business at Arizona State University;

McCombs School of Business at the University of Texas at Austin;

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正文语种 eng
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关键词
experience goods; location-based social network; matrix factorization; observational learning; social effect; social networks;

机译：体验商品;基于位置的社交网络;矩阵分解观察学习;社会影响社交网络;

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机译：POI推荐方法在基于位置的社交网络中使用深度学习
2. Learning evolving user's behaviors on location-based social networks [J] . Wu Ruizhi, Luo Guangchun, Jin Qi, Geoinformatica: An international journal of advances of computer science for geographic . 2020,第3期

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3. Joint Representation Learning for Location-Based Social Networks with Multi-Grained Sequential Contexts [J] . Zhao Wayne Xin, Fan Feifan, Wen Ji-Rong, ACM transactions on knowledge discovery from data . 2018,第2期

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4. The Effects of Network Diversity and Social Norms on Social Structuring: Empirical Evidence from Online Social Networks [C] . Neben Tillmann, Lips Dennis, von der Trenck Aliona Annual Hawaii International Conference on System Sciences . 2015

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机译：基于位置的社交网络目标区域下有影响力的用户和地点的联合选择
7. Teenagers and young adults are increasingly using social networks as a means to interact and participate in constructing a multiple speech. Companies take direct options with followers in networks and use these virtual structures to approach their target. The purpose of this paper is to study, using empirical and observational methodology, how to build «Coca-Cola» brand image in «Tuenti», followed by the network over the public sector. Among other things, we will see how involved the brand and how followers, what are the issues that are introduced on the inputs and through what kind of formats. In conclusion, we noted that the interest in the brand of free speech to let the followers is just a strategy, the actual entries of «Coca-Cola» are very rare but they all have a high effect, a language that challenges the user to activate and resume his speech so directed. Moreover, there is no mechanism differentiating between information, entertainment and advertising, which combined with continued exposure to advertising impacts across different formats, leads us to propose the need for media education to encourage responsible use critic and social networks by young people. [O] . Carmen Lazo, Marta, Martínez Rodrigo, Estrella, Sánchez Martín, Lourdes 2013

机译：青少年和年轻人越来越多地使用社交网络作为交互和参与构建的手段多个演讲。公司直接选择网络中的关注者并使用这些虚拟结构接近他们的目标。本文的目的是使用经验和观察方法研究如何在«Tuenti»建立«可口可乐»品牌形象，随后是公共部门的网络。除其他外，我们将看到品牌及其追随者的参与程度，以及在投入和投入上引入的问题通过什么样的格式。总之，我们注意到对自由言论品牌的兴趣让追随者只是一个策略，«可口可乐»的实际条目是非常罕见的，但它们都有很高的效果，一种语言，挑战用户如此指示激活和恢复他的演讲。而且，没有机制区分信息，娱乐和广告之间，以及持续接触广告不同形式的影响，使我们建议需要媒体教育来鼓励负责任的使用评论家和年轻人的社交网络。

Network Structure and Observational Learning: Evidence from a Location-Based Social Network

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