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- W2559910081 abstract "I propose that motive and degree of peer influence are likely to differ between publicand private behaviors. To compare peer influence between them quantitatively, I designedand analyzed a large-scale field experiment involving more than 37 million userson WeChat Moments ads. In the experiment, I randomized the number of social cues(i.e. peers’ endorsements of ads) and identified the effects of them on consumers’ public(i.e.liking) and private (i.e.clicking and following) responses to ads. The results show thatpublic responses were associated with significantly more positive effects of social cuesthan private responses, while both of them were susceptible to a significant peer influence.Tie strength generally exerted larger effects on public responses than on privateresponses. Relative to homophily, influence explains more of the temporal clustering ofpublic behaviors than private behaviors. This is among the first papers comparing thepeer influence in different behaviors" @default.
- W2559910081 created "2016-12-16" @default.
- W2559910081 creator A5086063254 @default.
- W2559910081 date "2016-01-01" @default.
- W2559910081 modified "2023-10-04" @default.
- W2559910081 title "Social Influence in Public and Private Behaviors" @default.
- W2559910081 hasPublicationYear "2016" @default.
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