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Contribution Details
| Type | Conference Presentation |
| Scope | Discipline-based scholarship |
| Title | Networking for Success |
| Organization Unit | |
| Authors |
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| Presentation Type | paper |
| Item Subtype | Original Work |
| Refereed | Yes |
| Status | Published in final form |
| Language |
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| Event Title | 2011 INFORMS Marketing Science Conference |
| Event Type | conference |
| Event Location | Houston, Texas |
| Event Start Date | June 5 - 2011 |
| Event End Date | June 7 - 2011 |
| Abstract Text | The growth of online social networks and the decreasing effectiveness of traditional marketing have lead to a surge of interest in using such networks for marketing purposes. Actors embedded in such social networks are interested in understanding how to leverage the interactions and relationships among network members to increase their popularity and garner online success. In this paper we analyze how the network activities that an actor engages in influences the actor's egocentric positions within the network and how such activities in combination with these network positions eventually impact marketing success. In particular, we study how a network of music artists can drive music downloads by engaging in active communication and building of friendship activities. Our sample consists of a set of 440 music artists who actively operate profiles on two independent online social network platforms at the same time. Personal network information on both platforms is tracked monthly over a period of one year. As network positions are endogeneous, and instrumental variables are not available readily, we use a latent instrumental variable approach to model the endogeneity of multiple network influence variables. Our results indicate that online success is determined by both the social network structure and networking activities of the music artists rather than by their outside popularity. |
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