Social Dollars in Online Communities: The Effect of Product, User, and Network Characteristics
Abstract
Online 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...
Paper Details
Title
Social Dollars in Online Communities: The Effect of Product, User, and Network Characteristics
Published Date
Jan 1, 2018
Journal
Volume
82
Issue
1
Pages
93 - 114
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