Essays on the Social Consumer: Peer Influence in the Adoption and Engagement of Digital Goods

DSpace/Manakin Repository

Essays on the Social Consumer: Peer Influence in the Adoption and Engagement of Digital Goods

Show simple item record

dc.contributor.advisor Gupta, Sunil en_US
dc.contributor.author Davin, Joseph en_US
dc.date.accessioned 2015-06-29T13:40:43Z
dash.embargo.terms 2017-05-01 en_US
dc.date.created 2015-05 en_US
dc.date.issued 2015-05-26 en_US
dc.date.submitted 2015 en_US
dc.identifier.citation Davin, Joseph. 2015. Essays on the Social Consumer: Peer Influence in the Adoption and Engagement of Digital Goods. Doctoral dissertation, Harvard Business School. en_US
dc.identifier.uri http://nrs.harvard.edu/urn-3:HUL.InstRepos:16881890
dc.description.abstract In this dissertation, I study how consumers influence each other in the adoption and engagement of digital goods. In the first essay, I study peer influence in mobile game adoption. Although peer effects are expected to influence consumer decisions, they are difficult to identify in observational studies due selection bias: Friends share common characteristics and behave in similar ways even without peer effects. I use a novel approach to estimate unobserved characteristics which endogenously drive tie formation and use the estimates to control for selection, without need for instruments. This is the first paper to use latent space to reduce bias in peer influence estimates. I find that peers account for 27% of mobile game adoptions, and that ignoring latent homophily would bias the estimates by 40%, in line with previous studies. In some samples, ignoring latent homophily can result in overestimation of social effects by over 100%. In the second essay, I examine the effect of zero rating on consumer behavior in a social net- work. I use Facebook data on millions of users to quantify direct, peer, and long-term effects of zero rating, a campaign where consumers can access digital media over mobile networks for free, on social network activities. I find that zero rating does not have the same effect on all so- cial network activities. While the direct impact of zero rating is positive on all activities, users with more friends on zero rating create less, consume more, and give more feedback on content. In addition, zero rating does not have a uniform effect across consumers. Some consumers benefit more from zero rating than others, and I show that network characteristics can help identify those consumers whose network benefits the most from zero rating. en_US
dc.format.mimetype application/pdf en_US
dc.language.iso en en_US
dash.license LAA en_US
dc.subject Business Administration, Marketing en_US
dc.title Essays on the Social Consumer: Peer Influence in the Adoption and Engagement of Digital Goods en_US
dc.type Thesis or Dissertation en_US
dash.depositing.author Davin, Joseph en_US
dc.date.available 2017-05-01T07:31:29Z
thesis.degree.date 2015 en_US
thesis.degree.grantor Harvard Business School en_US
thesis.degree.level Doctoral en_US
thesis.degree.name DBA en_US
dc.contributor.committeeMember Airoldi, Edoardo M. en_US
dc.contributor.committeeMember Steenburgh, Thomas J. en_US
dc.type.material text en_US
thesis.degree.department MARKETING en_US
dc.description.keywords digital marketing; social networks, social influence; zero rating en_US

Files in this item

Files Size Format View
DAVIN-DISSERTATION-2015.pdf 772.7Kb PDF View/Open

This item appears in the following Collection(s)

Show simple item record

 
 

Search DASH


Advanced Search
 
 

Submitters