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Putting the 'Social' in Social Netwo...

Perlner, Dawn.

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Putting the 'Social' in Social Network: Effects of Local Externalities Designed into Social Network Applications.

Record Type:	Language materials, printed : Monograph/item
Title/Author:	Putting the 'Social' in Social Network: Effects of Local Externalities Designed into Social Network Applications./
Author:	Perlner, Dawn.
Description:	70 p.
Notes:	Source: Dissertation Abstracts International, Volume: 75-01(E), Section: A.
Contained By:	Dissertation Abstracts International75-01A(E).
Subject:	Business Administration, Marketing. -
Online resource:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=3574132
ISBN:	9781303477829

Putting the 'Social' in Social Network: Effects of Local Externalities Designed into Social Network Applications.
Perlner, Dawn.

Putting the 'Social' in Social Network: Effects of Local Externalities Designed into Social Network Applications. - 70 p.

Source: Dissertation Abstracts International, Volume: 75-01(E), Section: A.

Thesis (Ph.D.)--New York University, Graduate School of Business Administration, 2013.

In this paper, I examine the effects of design externalities on usage of social network applications. I consider the case in which only active users provide network utility and contagion, and users eventually quit due to boredom with the application. When externalities constrain use, those constraints have a detrimental effect on use. However, I will show that two potential effects of the externality on user behavior can lead to dramatically increased usage. Furthermore, when these effects occur, active usage is spread out over a longer time, allowing the application's designer a chance to introduce changes that keep interest alive and increase market potential. I ran a field experiment to test the effects proposed in the theoretical model, and will examine why one of the hypothesized effects did not hold, and how it could still be advantageous to introduce a design externality into a social network application.

ISBN: 9781303477829Subjects--Topical Terms:

1017573
Business Administration, Marketing.

Putting the 'Social' in Social Network: Effects of Local Externalities Designed into Social Network Applications.
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020 $a 9781303477829
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100 1 $a Perlner, Dawn. $3 2094596
245 1 0 $a Putting the 'Social' in Social Network: Effects of Local Externalities Designed into Social Network Applications.
300 $a 70 p.
500 $a Source: Dissertation Abstracts International, Volume: 75-01(E), Section: A.
500 $a Adviser: Eitan Muller.
502 $a Thesis (Ph.D.)--New York University, Graduate School of Business Administration, 2013.
520 $a In this paper, I examine the effects of design externalities on usage of social network applications. I consider the case in which only active users provide network utility and contagion, and users eventually quit due to boredom with the application. When externalities constrain use, those constraints have a detrimental effect on use. However, I will show that two potential effects of the externality on user behavior can lead to dramatically increased usage. Furthermore, when these effects occur, active usage is spread out over a longer time, allowing the application's designer a chance to introduce changes that keep interest alive and increase market potential. I ran a field experiment to test the effects proposed in the theoretical model, and will examine why one of the hypothesized effects did not hold, and how it could still be advantageous to introduce a design externality into a social network application.
590 $a School code: 0868.
650 4 $a Business Administration, Marketing. $3 1017573
650 4 $a Web Studies. $3 1026830
690 $a 0338
690 $a 0646
710 2 $a New York University, Graduate School of Business Administration. $b Marketing. $3 2094597
773 0 $t Dissertation Abstracts International $g 75-01A(E).
790 $a 0868
791 $a Ph.D.
792 $a 2013
793 $a English
856 4 0 $u http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=3574132