Creating Social Contagion through Viral Product Design: A Randomized Trial of Peer Influence in Networks

@article{Aral2010CreatingSC,
  title={Creating Social Contagion through Viral Product Design: A Randomized Trial of Peer Influence in Networks},
  author={Sinan Aral and Dylan Walker},
  journal={Manag. Sci.},
  year={2010},
  volume={57},
  pages={1623-1639}
}
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 identify the effectiveness of different viral features in creating social contagion, we designed and conducted a randomized field experiment involving the 1.4 million friends of 9,687 experimental users on Facebook.com. We find that viral features generate econometrically identifiable peer influence and social contagion… Expand
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