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W e study how opinion leadership and social contagion within social networks affect the adoption of a new product. In contrast to earlier studies, we find evidence of contagion operating over network ties, even after controlling for marketing effort and arbitrary systemwide changes. More importantly, we also find that the amount of contagion is moderated by(More)
The ability to measure centrality in social networks has been a particularly useful development in social network analysis. For researchers trying to decide which centrality measure is most meaningful and valid for their research purposes, various papers have explored the conceptual foundations of centrality measures. Less well documented is the empirical(More)
This study evaluates the effects of an ER (NBC) storyline about teen obesity, hypertension, and 5 A Day on knowledge, attitudes, and behavior. The storyline depicted an African American teen who presented at the emergency room with burns from a workplace injury. Upon diagnosis, the teen was discovered to have hypertension and counseled to eat more fruits(More)
We review findings from research on smoking, alcohol, and other drug use, which show that the network approaCh is instructive for understanding social influences on substance use. A hypothetical network is used throughout to illustrate different network findings and provide a short glossary of terms. We then describe how network analysis can be used to(More)
—An interaction based human contact study experiment has been conducted on 25 undergraduate students at USC, each carrying a wireless device (Tmote) for a week duration. Each mote transmits contact packets every 0.1 second to advertise its presence and a node receiving the packets will record the contact information. Data is processed off-line and a contact(More)
BACKGROUND Social networks are theorized as significant influences in the innovation adoption and behavior change processes. Our understanding of how social networks operate within healthcare settings is limited. As a result, our ability to design optimal interventions that employ social networks as a method of fostering planned behavior change is also(More)