Peer influence and homophily in the diffusion of the iphone 3G in a very large social network

Miguel Godinho de Matos*, Pedro A. Ferreira, David Krackhardt

*Corresponding author for this work

Research output: Chapter in Book/Report/Conference proceedingConference contributionpeer-review

Abstract

This paper studies the effects of peer influence and homophily on the diffusion of the iPhone 3G across a number of communities sampled from a large dataset from a major European Mobile carrier in one country. We use Stochastic Actor Based Models to capture the co-evolution of the social network as well as the dynamics of adoption. This helps to separate the roles of homophily and peer influence in the process of diffusion. We provide evidence that the propensity of a subscriber to adopt, when she is called upon to make a decision about whether she should adopt, increases with the number of friends that have already adopted. A one standard deviation increase above the mean in the number of friends that had already adopted increases the likelihood odds of adoption relative to no adoption by a factor of 2.8. The effect of peer influence is robust across a number of different specifications. The results for the effect of homophily are less clear. While, on average, we find a positive significant effect of adoption on tie formation, in many communities this effect is significant and negative and in others there is no effect at all.
Original languageEnglish
Title of host publicationProceedings - 2012 ASE/IEEE International Conference on Privacy, Security, Risk and Trust and 2012 ASE/IEEE International Conference on Social Computing, SocialCom/PASSAT 2012
Pages134-143
Number of pages10
DOIs
Publication statusPublished - 2012
Externally publishedYes
Event2012 ASE/IEEE International Conference on Social Computing, SocialCom 2012 and the 2012 ASE/IEEE International Conference on Privacy, Security, Risk and Trust, PASSAT 2012 - Amsterdam, Netherlands
Duration: 3 Sep 20125 Sep 2012

Publication series

NameProceedings - 2012 ASE/IEEE International Conference on Privacy, Security, Risk and Trust and 2012 ASE/IEEE International Conference on Social Computing, SocialCom/PASSAT 2012

Conference

Conference2012 ASE/IEEE International Conference on Social Computing, SocialCom 2012 and the 2012 ASE/IEEE International Conference on Privacy, Security, Risk and Trust, PASSAT 2012
Country/TerritoryNetherlands
CityAmsterdam
Period3/09/125/09/12

Keywords

  • Diffusion
  • Peer influence
  • Siena
  • Social networks
  • Stochastic actor based models

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