2026-09-19T16:42:57Zhttps://dspace.mit.edu/server/oai/request

oai:dspace.mit.edu:1721.1/1180132026-06-16T18:51:35Zcom_1721.1_7582com_1721.1_7581col_1721.1_131022

Erik Brynjolfsson. Huang, Shan, Ph. D. Massachusetts Institute of Technology Sloan School of Management. Sloan School of Management 2018-09-17T15:53:48Z 2018-09-17T15:53:48Z 2018 2018 http://hdl.handle.net/1721.1/118013 1051454098 Thesis: Ph. D., Massachusetts Institute of Technology, Sloan School of Management, 2018. Cataloged from PDF version of thesis. Includes bibliographical references. In this thesis, I examine the causal relationships among products, social influence and network-embedded human behaviors, in the context of social advertising. Social advertising places social cues (e.g., likes) in ads, utilizing the power of social influence (the effects of social cues in ads) to encourage ad engagement. I collaborate with a social networking app for a large-scale randomized field experiment on its social ads. In the experiment, the presence and the number of social cues were randomly assigned among 57 million ad-user pairs (more than 37 million subjects and across 71 products in 25 product categories). Integrating the experimental evidence and the data of individuals, products, ads and network structures, my studies address the incentives, magnitude, contagion patterns and viral factors (i.e., characteristics of products, behaviors and individuals) of social influence in social advertising and product adoptions. by Shan Huang Ph.D. 136 pages eng Massachusetts Institute of Technology MIT theses are protected by copyright. They may be viewed, downloaded, or printed from this source but further reproduction or distribution in any format is prohibited without written permission. http://dspace.mit.edu/handle/1721.1/7582 Sloan School of Management. Three essays on social influence in social advertising using a large-scale randomized field experiment 3 essays on social influence in social advertising using a large-scale randomized field experiment Thesis application/pdf false Publication unknown unknown <Publication xmlns="https://www.openaire.eu/cerif-profile/1.1/" id="02c74348-9c87-4498-b23e-b2787dbff1a4"> <Type xmlns="https://www.openaire.eu/cerif-profile/vocab/COAR_Publication_Types">http://purl.org/coar/resource_type/c_1843</Type> <Language>eng</Language> <Title>Three essays on social influence in social advertising using a large-scale randomized field experiment</Title> <Subtitle>3 essays on social influence in social advertising using a large-scale randomized field experiment</Subtitle> <PublishedIn> <Publication> </Publication> </PublishedIn> <PublicationDate>2018</PublicationDate> <Authors> <Author> <DisplayName>Huang, Shan, Ph. D. Massachusetts Institute of Technology</DisplayName> <Affiliation> <OrgUnit> </OrgUnit> </Affiliation> </Author> </Authors> <Editors> </Editors> <Publishers> <Publisher> <DisplayName>Massachusetts Institute of Technology</DisplayName> <OrgUnit /> </Publisher> </Publishers> <License>http://dspace.mit.edu/handle/1721.1/7582</License> <Keyword>Sloan School of Management.</Keyword> <Abstract>In this thesis, I examine the causal relationships among products, social influence and network-embedded human behaviors, in the context of social advertising. Social advertising places social cues (e.g., likes) in ads, utilizing the power of social influence (the effects of social cues in ads) to encourage ad engagement. I collaborate with a social networking app for a large-scale randomized field experiment on its social ads. In the experiment, the presence and the number of social cues were randomly assigned among 57 million ad-user pairs (more than 37 million subjects and across 71 products in 25 product categories). Integrating the experimental evidence and the data of individuals, products, ads and network structures, my studies address the incentives, magnitude, contagion patterns and viral factors (i.e., characteristics of products, behaviors and individuals) of social influence in social advertising and product adoptions.</Abstract> <Access xmlns="http://purl.org/coar/access_right" > </Access> </Publication>