Those who were two tiers away (friends of friends) from an initial adopter were 68.65% more likely to attend if they received a call. People who had direct phone contact with initial event attendees were 87.61% more likely to end up later attending themselves compared with those who didn’t receive a phone call from a contact. Gather the following data: a) locations people visited, b) whether their friends eventually adopted the behavior, and c) characteristics of people’s social networks, such as how connected they are to their networks. Use cellular phone data to build communication cascades, or diagrams of individuals who have direct phone calls or are indirectly connected with initial adopters.Identify people who initially adopt a behavior.With Xiaowen Dong of the University of Oxford, Esteban Moro of the University of Madrid and Alex Pentland of the Massachusetts Institute of Technology, Leng tested the framework on mobile phone data collected in a small European country with a single mobile provider to show how phone communications affect people’s decision to attend a cultural event. The research is online in advance in the Journal of Information Systems Research. Yan Leng, an assistant professor at the McCombs School of Business, and colleagues also devised a new tool that marketers can use to identify influencers: highly connected individuals who can start phone cascades. It’s an important distinction to make for marketing and public health agencies looking to effectively target communications and influence behavior. The researchers created a framework that distinguishes between people behaving in similar ways because of peer influence or because they’ve sought out friends with similar behaviors and beliefs. AUSTIN, Texas - Social influence from phone communications is significant, reaching as far as four degrees of separation from the original caller, according to a new study from researchers at The University of Texas at Austin, who developed a new framework to more precisely study the phenomenon.
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