Three essays on adoption in social networks

Abstract

In the fast growing online social networks, one of the most commonly observed phenomena is the diffusion of information contents, behaviors or products through network members’ interactions. In this thesis, I study the diffusion phenomenon by examining the individual-level adoption decision, both theoretically and empirically. In the three essays, I study the effects of the strength of the interpersonal tie and the social network characteristics on a potential adopter’s decision-making, and investigate the measurement of network members’ influences.