While political scientists have traditionally examined social influence through social network or contextual studies, this dissertation argues for the use of spatial econometrics as an alternative approach. While spatial econometrics is not new to political science, the dissertation attempts to broaden its application by exploring spaces based on geography, demographic characteristics, and ideology. Social influence can be understood as a form of spatial interdependence among individuals in these spaces and can be analyzed as spatial autocorrelation. In the dissertation, I discuss the dimensions of the three spaces, what might account for mutual influence in these spaces, how to measure distances in these spaces, and how to use these distances for estimating social influence in models of political attitudes using ANES data. By taking a broader approach to space, I show that spatial econometrics can offer many advantages over more conventional approaches. / text

Social networking and social media technologies have greatly changed the way information is created and transmitted. Social media has made content contribution an efficient approach for individual brand building. With abundant user generated content and social networks, content consumers are constantly subject to social influence. Such social influence can be further utilized to encourage pro-social behavior. Chapter 1 examines the incentives for content contribution in social media. We propose that exposure and reputation are the major incentives for contributors. Besides, as more and more social media websites offer advertising-revenue sharing with some of their contributors, shared revenue provides an extra incentive for contributors who have joined revenue-sharing programs. We develop a dynamic structural model to identify a contributor's underlying utility function from observed contribution behavior. We recognize the dynamic nature of the content-contribution decision--that contributors are forward-looking, anticipating how their decisions impact future rewards. Using data collected from YouTube, we show that content contribution is driven by a contributor's desire for exposure, revenue sharing, and reputation and that the contributor makes decisions dynamically. Chapter 2 examines how social influence impact individuals' content consumption decisions in social network. Specifically, we consider social learning and network effects as two important mechanisms of social influence, in the context of YouTube. Rather than combining both social learning and network effects under the umbrella of social contagion or peer influence, we develop a theoretical model and empirically identify social learning and network effects separately. Using a unique data set from YouTube, we find that both mechanisms have statistically and economically significant effects on video views, and which mechanism dominates depends on the specific video type. Chapter 3 studies incentive mechanism to improve users' pro-social behavior based on social comparison. In particular, we aim to motivate organizations to improve Internet security. We propose an approach to increase the incentives for addressing security problems through reputation concern and social comparison. Specifically, we process existing security vulnerability data, derive explicit relative security performance information, and disclose the information as feedback to organizations and the public. To test our approach, we conducted a field quasi-experiment for outgoing spam for 1,718 autonomous systems in eight countries. We found that the treatment group subject to information disclosure reduced outgoing spam approximately by 16%. Our results suggest that social information and social comparison can be effectively leveraged to encourage desirable behavior. / text

published_or_final_version / Psychology / Master / Master of Philosophy

published_or_final_version / Sociology / Master / Master of Social Sciences

A variety of movements and social pressure have driven the need for an increase in environmental awareness, and subsequently fuels the need for individuals to reduce their ecological footprint. Firms are now trying to implement 'eco-friendly' technologies that both build and run their products. How these 'eco-friendly' products will perform in the market is strongly tied to a variety of consumer related influences and decisions, as well as personality type. This thesis presents a model of varied social influence on consumer markets. First we show how varied playing characteristics amongst opponents in the Iterated Prisoner's Dilemma yields a different distribution of strategies. Utilizing two variations of IPD, we map scores to edges based on the agents involved in each edge as one construct of influence. Other types of influence include a homogeneous influence, and a zero influence for comparison of results. We also introduce the Rate of Social Mobility as a basis for initializing random social movement in a network. We show that the social influence of the network in the consumer market plays a vital role in the dynamics of product adoption. In closing we discuss future model refinements, and advances.

No description available.

Thesis (M.A.). / Written for the Dept. of Educational and Counselling Psychology. Title from title page of PDF (viewed 2008/01/14). Includes bibliographical references.

Thesis (Ph. D.)--West Virginia University, 2009. / Title from document title page. Document formatted into pages; contains vi, 167 p. : ill. Includes abstract. Includes bibliographical references (p. 106-134).

Thesis (Ph. D.)--University of Texas at Austin, 1998. / Vita. Includes bibliographical references (leaves 179-188). Available also in a digital version from Dissertation Abstracts.

Business models integrating the internet into their value propositions have demonstrated varying levels of viability. In particular, firms offering information-based products via the internet commonly are unable to generate sufficient revenue and, consequently, experience financial losses. Researchers continue to examine factors which motivate individuals' willingness-to-pay for online content. One factor from the marketing literature which has been argued to affect consumer behavior is social influence. The purpose of this research is to investigate the effect of the three levels of social influence, micro-, meso-, and macro-, on both willingness-to-pay for online content and each other. This is accomplished by examining social influence in the context of online gaming, which has proven to be one of the most successful industries in integrating the internet as a delivery channel for information-based goods. Our results suggested that all levels of social influence play a considerable role in the product valuation process. While micro-level influences, such as attitude, arguably serve as the best predictors of WTP, we found that macro-level social influence, in the form of reputation, played the greatest role in affecting the formation of individual attitudes and behaviors. This was due not only to its direct effect on WTP, but also a consequence of several significant indirect effects. Our hypothesis that an interaction effect occurs between social influences such that their effect on WTP would be "greater than the sum of their parts" was not supported. Nonetheless, our study demonstrates social influence's ability to affect an individual is not a straight forward process. Only examining the relationships between constructs occurring at different levels of social structure does the magnitude of interaction which occurs between them becomes apparent.