Network influences comparison in large social network - An empirical investigation

Bin Zhang, Ramayya Krishnan, David Krackhardt

Research output: Chapter in Book/Report/Conference proceedingConference contribution

Abstract

Cohesion and structural equivalence are two competing social network models to explain diffusion of innovation. While considerable work has been done on these models, the question of which network model explains diffusion has not been resolved. This paper examines adoption of Caller Ring Back Tones (CRBT) in a cellular telephone conversation network. Since these societal scale networks are very large, the study of diffusion in these settings require the development of methods to extract connected subpopulations from the network. We use a novel technique to detect densely connected and self-contained components of the network. Using a new network auto-probit model, we study the competing influences of cohesion and structural equivalence on each of the subpopulation detected using our technique. The results show CRBT adoption is affected by both cohesion and structural equivalence. Cohesion have consistent pattern across different sizes of subpopulation, while structural equivalence changes with subpopulation size.

Original languageEnglish (US)
Title of host publication22nd Workshop on Information Technologies and Systems, WITS 2012
PublisherUniversity of Florida, Warrington College
Pages133-138
Number of pages6
StatePublished - 2012
Externally publishedYes
Event22nd Workshop on Information Technologies and Systems, WITS 2012 - Orlando, FL, United States
Duration: Dec 15 2012Dec 16 2012

Other

Other22nd Workshop on Information Technologies and Systems, WITS 2012
CountryUnited States
CityOrlando, FL
Period12/15/1212/16/12

Fingerprint

Cellular telephones
Innovation

ASJC Scopus subject areas

  • Information Systems

Cite this

Zhang, B., Krishnan, R., & Krackhardt, D. (2012). Network influences comparison in large social network - An empirical investigation. In 22nd Workshop on Information Technologies and Systems, WITS 2012 (pp. 133-138). University of Florida, Warrington College.

Network influences comparison in large social network - An empirical investigation. / Zhang, Bin; Krishnan, Ramayya; Krackhardt, David.

22nd Workshop on Information Technologies and Systems, WITS 2012. University of Florida, Warrington College, 2012. p. 133-138.

Research output: Chapter in Book/Report/Conference proceedingConference contribution

Zhang, B, Krishnan, R & Krackhardt, D 2012, Network influences comparison in large social network - An empirical investigation. in 22nd Workshop on Information Technologies and Systems, WITS 2012. University of Florida, Warrington College, pp. 133-138, 22nd Workshop on Information Technologies and Systems, WITS 2012, Orlando, FL, United States, 12/15/12.
Zhang B, Krishnan R, Krackhardt D. Network influences comparison in large social network - An empirical investigation. In 22nd Workshop on Information Technologies and Systems, WITS 2012. University of Florida, Warrington College. 2012. p. 133-138
Zhang, Bin ; Krishnan, Ramayya ; Krackhardt, David. / Network influences comparison in large social network - An empirical investigation. 22nd Workshop on Information Technologies and Systems, WITS 2012. University of Florida, Warrington College, 2012. pp. 133-138
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