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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.

紀錄類型:	書目-語言資料,印刷品 : Monograph/item
正題名/作者:	Putting the 'Social' in Social Network: Effects of Local Externalities Designed into Social Network Applications./
作者:	Perlner, Dawn.
面頁冊數:	70 p.
附註:	Source: Dissertation Abstracts International, Volume: 75-01(E), Section: A.
Contained By:	Dissertation Abstracts International75-01A(E).
標題:	Business Administration, Marketing. -
電子資源:	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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500 $a Adviser: Eitan Muller.
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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.
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