Modeling individual and collective opinion in online social networks: drivers of choice behavior and effects of marketing interventions
conference paper
We investigate factors influencing choice behavior in online social networks. We use twitter data from a Dutch television talent show. In study one, we implement a nested conditional logit model with latent classes. We find heterogeneous effects. For two latent classes, cognitive factors most strongly influence choice behavior. For two other latent classes, the influence of the television show is strongest. For all latent classes, social effects positively influence individual choice. In study two, an agent-based model uses the parameters estimated in study one, and simulates marketing interventions. Our simulations show that collective choice behavior may be influenced by increasing the amount of time a product is displayed to the individuals, although changing the sequence that candidates appear or
increasing the activity of influentials has no effect.
increasing the activity of influentials has no effect.
Topics
TNO Identifier
477679
Source title
42nd European Marketing Academy Conference Istanbul, 4-7 June 2013
Collation
8 p.