Customer Referral Management: Optimal Reward Programs
Marketing Science
Information revelation and privacy in online social networks
Proceedings of the 2005 ACM workshop on Privacy in the electronic society
Web Personalization as a Persuasion Strategy: An Elaboration Likelihood Model Perspective
Information Systems Research
Using Online Conversations to Study Word-of-Mouth Communication
Marketing Science
Promotional Chat on the Internet
Marketing Science
Average Distance, Diameter, and Clustering in Social Networks with Homophily
WINE '08 Proceedings of the 4th International Workshop on Internet and Network Economics
Firm-Created Word-of-Mouth Communication: Evidence from a Field Test
Marketing Science
Opinion Leadership and Social Contagion in New Product Diffusion
Marketing Science
The role of social networks in information diffusion
Proceedings of the 21st international conference on World Wide Web
Adaptive learning in service operations
Decision Support Systems
Social influence in social advertising: evidence from field experiments
Proceedings of the 13th ACM Conference on Electronic Commerce
The structure of online diffusion networks
Proceedings of the 13th ACM Conference on Electronic Commerce
Information, Technology, and Information Worker Productivity
Information Systems Research
Coevolution of network structure and content
Proceedings of the 3rd Annual ACM Web Science Conference
Social Media and Firm Equity Value
Information Systems Research
Information Systems Research
The Effects of Rewarding User Engagement: The Case of Facebook Apps
Information Systems Research
Petition growth and success rates on the UK No. 10 Downing Street website
Proceedings of the 5th Annual ACM Web Science Conference
Selection effects in online sharing: consequences for peer adoption
Proceedings of the fourteenth ACM conference on Electronic commerce
MODM: multi-objective diffusion model for dynamic social networks using evolutionary algorithm
The Journal of Supercomputing
Networked individuals predict a community wide outcome from their local information
Decision Support Systems
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We examine how firms can create word-of-mouth peer influence and social contagion by designing viral features into their products and marketing campaigns. To econometrically identify the effectiveness of different viral features in creating social contagion, we designed and conducted a randomized field experiment involving the 1.4 million friends of 9,687 experimental users on Facebook.com. We find that viral features generate econometrically identifiable peer influence and social contagion effects. More surprisingly, we find that passive-broadcast viral features generate a 246% increase in peer influence and social contagion, whereas adding active-personalized viral features generate only an additional 98% increase. Although active-personalized viral messages are more effective in encouraging adoption per message and are correlated with more user engagement and sustained product use, passive-broadcast messaging is used more often, generating more total peer adoption in the network. Our work provides a model for how randomized trials can identify peer influence in social networks. This paper was accepted by Pradeep Chintagunta and Preyas Desai, special issue editors. This paper was accepted by Pradeep Chintagunta and Preyas Desai, special issue editors.