Understanding Moderators of Peer Influence for Engineering Viral Marketing Seeding Simulations and Strategies

Seeding as an emerging viral marketing strategy requires a better understanding on how various contextual factors that embedded in social networks affect peer influence and product diffusion. Realistic simulations for seeding need to incorporate empirical insights about the complexities (various moderators) and dynamics (temporal changes) of peer influence by analyzing real-world data. We analyze the impacts of peer influence moderators in a large-scale phone call network of 0.48 million customers with 364 million calls and 3.9 million video-on-demand purchases, to design empirical models and engineer data-driven simulations of product diffusion, as well as developing and evaluating seeding strategies. We intend to contribute to existing research by 1) enriching the theoretical and empirical understanding of peer influence moderators for stakeholders, 2) combining econometric models and analyses with data-driven simulations towards a complex system approach for devising and evaluating effective seeding strategies in different scenarios

Design of Randomized Experiments in Networks

Over the last decade, the emergence of pervasive online and digitally enabled environments has created a rich source of detailed data on human behavior. Yet, the promise of big data has recently come under fire for its inability to separate correlation from causation-to derive actionable insights and yield effective policies. Fortunately, the same online platforms on which we interact on a day-to-day basis permit experimentation at large scales, ushering in a new movement toward big experiments. Randomized controlled trials are the heart of the scientific method and when designed correctly provide clean causal inferences that are robust and reproducible. However, the realization that our world is highly connected and that behavioral and economic outcomes at the individual and population level depend upon this connectivity challenges the very principles of experimental design. The proper design and analysis of experiments in networks is, therefore, critically important. In this work, we categorize and review the emerging strategies to design and analyze experiments in networks and discuss their strengths and weaknesses

ENGINEERING DIGITAL SHARING PLATFORM TO CREATE SOCIAL CONTAGION: EVIDENCE FROM LARGE SCALE RANDOMIZED FIELD EXPERIMENTS

Peer-to-peer information sharing has fundamentally changed customer decision-making process. Recent developments in information technologies have enabled digital sharing platforms to influence various granular aspects of the information sharing process. Despite the growing importance of digital information sharing, little research has examined the optimal design choices for a platform seeking to maximize returns from information sharing. My dissertation seeks to fill this gap. Specifically, I study novel interventions that can be implemented by the platform at different stages of the information sharing. In collaboration with a leading for-profit platform and a non-profit platform, I conduct three large-scale field experiments to causally identify the impact of these interventions on customers’ sharing behaviors as well as the sharing outcomes. The first essay examines whether and how a firm can enhance social contagion by simply varying the message shared by customers with their friends. Using a large randomized field experiment, I find that i) adding only information about the sender’s purchase status increases the likelihood of recipients’ purchase; ii) adding only information about referral reward increases recipients’ follow-up referrals; and iii) adding information about both the sender’s purchase as well as the referral rewards increases neither the likelihood of purchase nor follow-up referrals. I then discuss the underlying mechanisms. The second essay studies whether and how a firm can design unconditional incentive to engage customers who already reveal willingness to share. I conduct a field experiment to examine the impact of incentive design on sender’s purchase as well as further referral behavior. I find evidence that incentive structure has a significant, but interestingly opposing, impact on both outcomes. The results also provide insights about senders’ motives in sharing. The third essay examines whether and how a non-profit platform can use mobile messaging to leverage recipients’ social ties to encourage blood donation. I design a large field experiment to causally identify the impact of different types of information and incentives on donor’s self-donation and group donation behavior. My results show that non-profits can stimulate group effect and increase blood donation, but only with group reward. Such group reward works by motivating a different donor population. In summary, the findings from the three studies will offer valuable insights for platforms and social enterprises on how to engineer digital platforms to create social contagion. The rich data from randomized experiments and complementary sources (archive and survey) also allows me to test the underlying mechanism at work. In this way, my dissertation provides both managerial implication and theoretical contribution to the phenomenon of peer-to-peer information sharing

An exploration of creative managers' perspectives on digital creativity: the impact of viral campaigns on creative processes, appeals and creative teams in UK advertising agencies

This research aims to develop conceptual insight into the practice and impact of a specific digital phenomenon – “viral marketing” – on marketing communications agencies. Specifically, it explores the UK, one of the most important hubs in global advertising looking at agenciesr campaign design planning, the roles of creative teams and the management processes through three research objectives: - To explicate, classify and explore the changes in advertising campaign planning processes and roles which digital phenomena such as virals have introduced - To capture and codify the working models which creative managers employ and the messaging strategies considered and implemented in viral campaigns - To develop theoretical models for understanding virals, agency campaign management, creative roles and develop extant frameworks Prior Work: Research into virals has grown rapidly over the last ten years but it is dominated by computing studies of online diffusion. The creative perspective has received little attention. Those studies which do address this viewpoint are principally focussed on the final advert. The voice of the producers of such campaigns – creative managers – is largely absent from the literature with a single study of campaign measurement. The roles of core teams/functions within the agencies, the criteria for viral creative concept evaluation, the campaign processes and working models are experiencing unprecedented change. Viral campaigns offer a bridge between the “old” and “new” worlds; it possesses the characteristics of TV and the Web. It is important because such viral campaigns have challenged the established models of advertising management and planning. Methods: The study undertakes the first comprehensive evaluation of the exisiting research into viral marketing, locating gaps in the creative design and management. Qualitative methodology through semi-structured in-depth interviews with creative managers in a range of UK advertising agencies is used to represent their views and responses to viral phenomena as they conceived, designed and reflected on campaigns. Contribution to Knowledge: This is the first study of the pre-launch/pre-production phase of campaign development. It has clarified a plethora of terms, in so doing developing the SPEED framework to understand the biological metaphor underpinning the phenomena, and finally producing a more accurate and comprehensive definition of the phenomenon. The paradigm funnel evaluation of prior research has tested and extended formal tools to arrive at a state of the art. The current research primarily consists of studies utilising secondary datasets, mainly quantitative – this study explores questions not just of what but of why, producing deeper insight than available before. Theoretical contributions: In the final model of viral creative management and design is an overarching conceptual contribution which for the first time represents creative roles, agency management and creative considerations at both pre and post-launch campaign phases. The thesis also develops theoretical constructs in specific areas – definition from practitioners, construct of campaign zones in viral design, a model of critical factors which facilitate virals, comparative theory of conventional and viral campaigns, characteristics of viral agencies, model of digital brand/agency relationships, a role construct for digital creatives among the main theoretical developments. These led into the final theoretical model

Networking as a Word of Mouth Marketing Strategy in Entrepreneurial Contexts

The purpose of this research is to create a Network Marketing Model (NMM) for entrepreneurs relying on networking activities to activate Word of Mouth processes. In order to achieve this, we support our theoretical findings in three pillars: Entrepreneurial Marketing (EM), networking activities, and Word of Mouth Marketing (WOMM). These 3 frameworks are explained in Chapters 1 - 2. Additionally, this thesis addresses two relevant concerns in the area of EM and WOMM: the influence of social networks and the actors in WOM processes in an entrepreneurial context. These issues are developed through simulations using Agent-Based Modeling in Chapter 3 and an empirical experiment in Chapter 4. Finally, Chapter 5 proposes the NMM according to the main findings of previous sectionsResumen: El propósito de esta investigación es crear un Modelo de Network Marketing (MNM) para emprendedores apoyándose en las actividades de networking para activar los procesos de voz a voz. Para alcanzar esto, se apoyan los hallazgos teóricos en tres pilares: Marketing Emprendedor (ME), actividades de networking y el marketing boca a boca. Estos tres conceptos son explicados en los Capítulos 1 y 2. Adicionalmente, esta tesis aborda dos preocupaciones relevantes en el área de ME y el marketing boca a boca: la influencia de las redes sociales y los actores en los procesos del marketing boca a boca en un contexto emprendedor. Estas cuestiones fueron desarrolladas a través de simulaciones usando Modelado Basado en Agentes (MBA) en el Capítulo 3 y un experimento empírico en el Capítulo 4. Finalmente, el Capítulo 5 propone el MNM de acuerdo a los principales hallazgos encontrados en las secciones previasDoctorad

A Multidisciplinary Study Of Antecedents To Voluntary Knowledge Contribution Within Online Forums

One challenge faced by online forums is the provision of a sustainable supply of contributions of knowledge (Wasco et al., 2009). Previous studies have identified online trust and perceived critical mass as antecedents of online knowledge contributions. However, the dynamic aspects of antecedents are little investigated. Moreover, how the dynamics together impact on members’ willingness to contribute knowledge is an open question to be further investigated. To examine the dynamic antecedents of online knowledge continuance, this thesis seeks to develop a holistic approach through three studies. Drawing on a decomposed theory of planned behaviour (Taylor and Todd, 1995), study one identifies dynamic antecedents of intentional online contribution behaviours. Covariance-based structural equation modelling analysis of 910 responses obtained shows that perceived critical mass and trust in online forums that mediates trust in members are the highlighted antecedents in the context of online forums. The development of trust in online forums is investigated through a time series approach in study two. Findings using webnographic and machine learning analysis show that the cognitive dimension of institutional trust is essential in initial trust building. Study three uses network analysis techniques to explore the role of critical mass members. Results indicate that only 5% of critical mass members can sustain online forums. However, critical mass members compete for their connections, inferring the importance of brand building in the beginning of online forums development. A summary of findings from the three studies suggests that the structure assurance of online forums can mediate the effects of interactions between members to a coalition of membership over time. The study provides further knowledge on the voluntary contribution within online forums by taking a dynamic approach, while previous studies in this field are predominantly cross-sectional and un-prophetic

Three Essays on Social Learning

Social learning broadly refers to learning through the acquisition of information from social sources. In the three essays of my dissertation, I investigate the various underlying drivers of social learning and how such learning can impact purchase decisions. In Essay 1, I investigate the link between social learning and sales of experiential products. In particular, I focus on how social capital (i.e., the propensity for people to trust and communicate with each other) moderates the level of social learning for experiential products and thus impacts aggregate sales. In Essay 2, I study how social learning operates differently across the various stages of physician prescription - trial and repeat of a new prescription drug. Given that the mechanisms of social influence varies across trial and repeat stages, the second essay further assesses who is most influential and who is most influenceable across stages. In Essay 3, I examine how consumers make purchases of experiential products and link it to their active search for information from interdependent social sources. Essay 3 assesses the impact of the pattern of similarity of preferences in individual-level social networks (homophily, i.e., the tendency of individuals to associate with similar others, and structural balance, i.e., the congruency of preference in a social network) on consumer search, learning, and purchase

Research and Creative Activity, July 1, 2019-June 30, 2020: Major Sponsored Programs and Faculty Accomplishments in Research and Creative Activity, University of Nebraska-Lincoln

Foreword by Bob Wilhelm, Vice Chancellor for Research and Economic Development: This booklet highlights successes in research, scholarship and creative activity by University of Nebraska–Lincoln faculty during the fiscal year running July 1, 2019, to June 30, 2020. It lists investigators, project titles and funding sources on major grants and sponsored awards received during the year; fellowships and other recognitions and honors bestowed on our faculty; books published by faculty; performances, exhibitions and other creative activity; and patents and licensing agreements issued. Based on your feedback, the Office of Research and Economic Development expanded this publication to include peer-reviewed journal articles and conference presentations and recognize students and faculty mentors participating in the Undergraduate Creative Activities and Research Experience Program (UCARE) and the First-Year Research Experiences program (FYRE). While metrics cannot convey the full story of our work, they are tangible measures of impact. Nebraska achieved a record $317 million in total research expenditures in FY 2019, a 26$450 million in research expenditures by 2025. Husker researchers are stimulating economic growth through university-sponsored industry activity. Nebraska Innovation Campus created 1,657 jobs statewide and had a total economic impact of $324.1 million in FY 2019. NUtech Ventures brought in$6.6 million in licensing income in FY 2020. The University of Nebraska system now ranks 65th among the top 100 academic institutions receiving U.S. patents, jumping 14 spots from 2019. I am proud of the Nebraska Research community for facing the challenges of 2020 with grit and determination. Our researchers quickly adapted to develop solutions for an evolving pandemic — all while working apart and keeping themselves and their families safe. As an institution, we made a commitment to embrace an anti-racism journey and work toward racial equity. Advancing conversations and developing lasting solutions is among the most important work we can do as scholars. Against the backdrop of the pandemic, rising racial and social tensions, and natural disasters, Nebraska researchers worked diligently to address other pressing issues, such as obesity and related diseases, nanomaterials, agricultural resilience and the state’s STEM workforce. Let’s continue looking forward to what we can accomplish together. Thank you for participating in the grand challenges process and helping identify the wicked problems that Nebraska has unique expertise to solve. Soon, ORED will unveil a Research Roadmap that outlines how our campus will develop research expertise; enrich creative activity; bolster commitment to diversity, equity and inclusion; enhance economic development; and much more. Amidst the uncertainty of 2020, I remain confident in our faculty’s talent and commitment. I am pleased to present this record of accomplishments. Contents Awards of $5 Million or More Awards of$1 Million to $4,999,999 Awards of$250,000 to $999,999 Early Career Awards Arts and Humanities Awards of$250,000 or More Arts and Humanities Awards of $50,000 to$249,999 Arts and Humanities Awards of $5,000 to$49,999 Patents License Agreements Creative Activity Books Recognitions and Honors Journal Articles Conference Presentations UCARE and FYRE Projects Glossar

Can Upward Brand Extensions be an Opportunity for Marketing Managers During the Covid-19 Pandemic and Beyond?

Early COVID-19 research has guided current managerial practice by introducing more products across different product categories as consumers tried to avoid perceived health risks from food shortages, i.e. horizontal brand extensions. For example, Leon, a fast-food restaurant in the UK, introduced a new range of ready meal products. However, when the food supply stabilised, availability may no longer be a concern for consumers. Instead, job losses could be a driver of higher perceived financial risks. Meanwhile, it remains unknown whether the perceived health or financial risks play a more significant role on consumers’ consumptions. Our preliminary survey shows perceived health risks outperform perceived financial risks to positively influence purchase intention during COVID-19. We suggest such a result indicates an opportunity for marketers to consider introducing premium priced products, i.e. upward brand extensions. The risk-as�feelings and signalling theories were used to explain consumer choice under risk may adopt affective heuristic processing, using minimal cognitive efforts to evaluate products. Based on this, consumers are likely to be affected by the salient high-quality and reliable product cue of upward extension signalled by its premium price level, which may attract consumers to purchase when they have high perceived health risks associated with COVID-19. Addressing this, a series of experimental studies confirm that upward brand extensions (versus normal new product introductions) can positively moderate the positive effect between perceived health risks associated with COVID-19 and purchase intention. Such an effect can be mediated by affective heuristic information processing. The results contribute to emergent COVID-19 literature and managerial practice during the pandemic but could also inform post-pandemic thinking around vertical brand extensions