Network Effects and Personal Influences: The Diffusion of an Online Social Network

By Zsolt Katona, Peter Pal Zubcsek, Miklos Sarvary. 2011

650 citations recorded by the source corpus.

Subfields: Management Science and Operations Research, Statistical and Nonlinear Physics

View Paper: https://www.semanticscholar.org/paper/bf677e540bfbed95604f9d7853444dd837dd6deb

How researchers see this paper

The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.

In Management Science and Operations Research

1. Andrew T. Stephen
2. P. K. Kannan
3. Michael Trusov
4. Hongshuang Li
5. Olivier Toubia
6. Renana Peres
7. Dhruv Grewal

In Statistical and Nonlinear Physics

1. Andrew T. Stephen
2. P. K. Kannan
3. Hongshuang Li
4. Olivier Toubia
5. Renana Peres

Citations in the corpus

• On Brands and Word of Mouth (2013, background): “…explored many aspects of the impact (e.g., Chevalier and Mayzlin 2006), dynamics (e.g., Yang et al. 2012), and social networking dimensions (e.g., Goldenberg et al. 2006; Katona, Zubcsek, and Sarvary 2011) of WOM, understanding of brand characteristics as antecedents to WOM is surprisingly limited.”
• Detecting, Preventing, and Mitigating Online Firestorms in Brand Communities (2019, background): “Members with an exceptionally great number of ties within a community often act as opinion leaders, who influence purchase decisions and product adoptions (Katona, Zubcsek, and Sarvary 2011).”
• Digital marketing: A framework, review and research agenda (2017, positive): “Katona, Zubcsek, and Sarvary (2011) studied how the adoption of a product/service is influenced by network effects and personal influences.”
• The Rise of an Athlete Brand: Factors Influencing the Social Media following of Athletes (2020, positive): “The reason is that brands that have a greater number of followers are connected to more sales leads as opposed to the less popular brands (Katona et al., 2011).”
• Intrinsic vs. Image-Related Utility in Social Media: Why Do People Contribute Content to Twitter? (2013, background): “…primarily on the outcomes of user activity, and less on the motivations underlying user activity (e.g., Godes and Mayzlin 2004; Trusov, Bucklin, and Pauwels 2009; Katona, Zubcsek, and Sarvary 2011; Stephen and Galak 2012).”
• Online Shopping and Social Media: Friends or Foes? (2017, background): “…reduces search costs and, as such, makes buyingmore appealing (Hauser, Urban, and Weinberg 1993) and (2) may be associated with consumption through social and peer referral mechanisms (e.g., Katona, Zubcsek, and Sarvary 2011; Kumar, Petersen, and Leone 2010; Trusov, Bodapati, andBucklin 2010).”