The term “network interventions” describes the process of using social network data to
accelerate behavior change or improve organizational performance. In this Review, four …

Seeding strategies have strong influences on the success of viral marketing campaigns, but
previous studies using computer simulations and analytical models have produced …

We leverage the newly emerging business analytical capability to rapidly deploy and iterate
large-scale, microlevel, in vivo randomized experiments to understand how social influence …

We examine how firms can create word-of-mouth peer influence and social contagion by
designing viral features into their products and marketing campaigns. To econometrically …

This chapter continues these points by examining homophily—the axiom that similarity
breeds connection—which grounds contemporary network science. If we are inside-out, it is …

Digital technologies have made networks ubiquitous. A growing body of research is
examining these networks to gain a better understanding of how firms interact with their …

In a social network, adoption probability refers to the probability that a social entity will adopt
a product, service, or opinion in the foreseeable future. Such probabilities are central to …

Firms nowadays are increasingly proactive in trying to strategically capitalize on consumer
networks and social interactions. In this paper, we complement an emerging body of …

Historically, when targeting potential adopters of a new product, firms have tended to focus
first on people with disproportional effect on others, often labeled “opinion leaders.” The …

Networked experiments have been conducted since at least the 1950s, when (1950) and
Leavitt (1951) manipulated communication networks to measure their effects on group …