Effects of Social Networks: Takeaways from the Digital Entertainment Industry
Elisabeth Honka, University of California, Los Angeles
As consumers socialize and share their experiences with products and services online, it is crucial for companies to understand how their purchase decisions and product engagement are influenced by the experiences and opinions of friends as well as the information generated by the social network as a whole. Elisabeth Honka will discuss research analyzing the effects of social networks on product adoptions and the amount of user-generated content in the online movie streaming market. She will talk about the differential effects of information from friends versus strangers, opinions versus actions, and accelerated consumption (i.e., binge watching).
Related Conference:Feb 08 – 09, 2017
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