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Do your online friends make you pay? A randomized field experiment on peer influence in online social networks

机译：您的在线朋友会让您付款吗？在线社交网络中对同伴影响的随机现场实验

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摘要

With a growing number of global citizens connected via social networks, there is an unlimited potential for understanding of causal relationships that drive the spread of products, services, and information over these social networks. It is inferred that in online social networks, user characteristics and behavior tend to cluster both in space and in time. The most cited reasons are peer influence (causes her online friends to undertake a certain action) and homophily (an individual tends to befriend peers that are similar to her on several characteristics and possibly the environment they face). The peer influence can also bring about the social multiplier effect. The present research work is based on an earlier research by Aral and Walker (Ref. 1), which demonstrates how social contagion can be created by embedding viral features into product design. The present using a controlled randomized experiment in a large online social network has tried to examine whether peer influence in the general population of users exists in the context of an economic decision involving real dollars. This is studied in freemium, music-listening social network called Last.fm. The goal of freemium communities is to convert free users into premium subscribers. In order to overcome the limitations of the data that was available, the researchers have employed the gold standard of randomized controlled trials to test the hypotheses. The results are discussed on the basis of a nonparametric inference procedure and several robustness checks were employed. The results showed that the odds of a user adopting the paid subscription increase by more than 60% due to peer influence. It was also found that peer influence is weaker for users having a large number of friends. When peer influence was compared with homophily, though premium subscriptions were a rare event in the context of Last.fm, a 3% of premium users are very valuable and they contribute to more than 18% of the site's total revenue. (43 refs.)
机译：随着越来越多的全球公民通过社交网络连接，了解推动这些社交网络上的产品，服务和信息传播的因果关系的潜力无限。可以推断，在在线社交网络中，用户特征和行为倾向于在空间和时间上聚集。被引用最多的原因是同伴的影响力（使她的在线朋友采取某种行动）和自卑的（一个人倾向于在某些方面以及可能面对的环境上与她相似的同伴成为朋友）。同伴的影响也可以带来社会乘数效应。本研究工作基于Aral和Walker的较早研究（参考资料1），该研究证明了如何通过将病毒性特征嵌入产品设计中来制造社会感染。目前，在大型在线社交网络中使用受控随机实验，试图检验在涉及实际美元的经济决策的背景下，是否存在普通用户群体的同龄人影响。这是在名为Last.fm的免费增值音乐收听社交网络中进行的。免费增值社区的目标是将免费用户转换为高级订户。为了克服现有数据的局限性，研究人员采用了随机对照试验的黄金标准来检验假设。在非参数推理过程的基础上讨论了结果，并采用了几种鲁棒性检查。结果表明，由于同行的影响，用户采用付费订阅的几率增加了60％以上。还发现，对于具有大量朋友的用户，同伴影响较弱。将同伴的影响与同质性进行比较时，尽管在Last.fm的情况下，高级订阅是罕见的事件，但3％的高级用户是非常有价值的，他们贡献了网站总收入的18％以上。 （43篇）

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  • 来源
    《Operations Research》 |2017年第3期|259-262|共4页
  • 作者

    Ravi Bapna; Akhmed Umyarov;

  • 作者单位

    Carlson School of Management, University of Minnesota, Minneapolis, MN 55455;

    Carlson School of Management, University of Minnesota, Minneapolis, MN 55455;

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