We leverage the newly emerging business analytical capability to rapidly deploy and iterate
large-scale, microlevel, in vivo randomized experiments to understand how social influence …

Consumers who are close to one another in a social network often make similar purchase
decisions. This similarity can result from latent homophily or social influence, as well as …

Over the last decade, the emergence of pervasive online and digitally enabled environments
has created a rich source of detailed data on human behavior. Yet, the promise of big data …

Identity and content are inextricably linked in social media. Content items are almost always
displayed alongside the identity of the user who shares them. This social context enables …

We examined whether people conform to or diverge from the most popular choice among
their friends by conducting a large-scale field experiment on a leading social-networking site …

This chapter introduces the fundamental principles of randomized experiments in social
networks and highlights the challenges encountered in the research process. Conducting …

This paper analyses a new type of business operations that mediate the production and
consumption of music. Online environment has largely abolished constraints on the variety …

With the relatively recent proliferation of digital communication, people are increasingly
exposed to social information in online contexts such as online social networks or …

Online games are one of the fastest growing segments of virtual community platforms with
many people gathering together. Several distinct characteristics of online games make them …

Social media has become a global phenomenon. Currently, there are 2 billion active users
on Facebook. However, much of the research on social media is about the consumption side …