Sinan Aral

Dylan Walker

We examine how firms can create word-of-mouth peer influence and social contagion by designing viral features into their products and marketing campaigns. Word-of-mouth (WOM) is generally considered to be more effective at promoting product contagion when it is personalized and active. Unfortunately, the relative effectiveness of different viral features has not been quantified, nor has their effectiveness been definitively established, largely because of difficulties surrounding econometric identification of endogenous peer effects. We therefore designed a randomized field experiment on a popular social networking website to test the effectiveness of a range of viral messaging capabilities in creating peer influence and social contagion among the 1.4 million friends of 9,687 experimental users. Overall, we find that viral product design features can indeed generate econometrically identifiable peer influence and social contagion effects. More surprisingly, we find that passive-broadcast viral messaging generates a 246% increase in local peer influence and social contagion effects, while adding active-personalized viral messaging only generates an additional 98% increase in contagion. Although active-personalized messaging is more effective in encouraging adoption per message and is correlated with more user engagement and sustained product use, passive-broadcast messaging is used more often enough to eclipse those benefits, generating more total peer adoption in the network. In addition to estimating the effects of viral product design on social contagion and product diffusion, our work also provides a model for how randomized trials can be used to identify peer influence effects in networks.

A Randomized Trial of Peer Influence in Networks

Creating Social Contagion Through Viral Product Design

Graeme Cresswell

Todd Pusser

This is the first comprehensive photographic guide to the marine mammals of the North American Pacific (from Baja California in Mexico to southeast Alaska), featuring stunning color photographs of all 39 species of whales, dolphins, and porpoises, as well as 6 species of seals and sea lions, and the sea otter. Provides detailed information on all 39 species of whales, dolphins, and porpoises, the 6 species of seals and sea lions, and the sea otter, focusing on identification, behavior, and distribution Includes 45 remarkable color plates showing typical views of marine mammals as most people see them--from land or from a boat. These have been produced using the latest digital image technology, and include photographs of some species that have never before been published Features a comprehensive section on behavior, packed with amazing photographs, which aims to help the reader get more out of their whale-watching experience than ever before Also includes detailed sections on where, when, and how to go whale watching, and four accounts by leading experts of outstanding days on the water Easy-to-use format helps whale-watchers identify any species they encounter, whether they are a beginner or an expert

Dylan Walker

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