New Product Adoption in a Friendship Network using Spatial Lag Model

In this study we address the following question: does friendship facilitate the adoption of a risk inherent new product? We did a validation study with a previously recorded friendship network and simulated scenario of a new energy drink. We learn that spill over effect for such a friendship network is significantly more powerful than product attributes or social demographic attributes. We conducted a spatial two-stage least square analysis with simulated data.


Issue Date:
2014
Publication Type:
Conference Paper/ Presentation
PURL Identifier:
http://purl.umn.edu/166091
Total Pages:
5
Note:
Paper removed at the request of the author, April 30, 2015. Will be replaced by corrected copy.




 Record created 2017-04-01, last modified 2017-08-27


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