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- 21 May 2009
- Working Paper Summaries
Do Friends Influence Purchases in a Social Network?
- 03 Jan 2011
- Research & Ideas
Most Popular Articles of 2010
Raghuram Iyengar, Sangman Han, and Sunil Gupta empirically assesses if friends indeed influence purchases. The answer: It depends. The End of Chimerica For the better part of... View Details
Keywords: by Staff
- 27 Jul 2009
- Research & Ideas
Social Network Marketing: What Works?
influence consumers' behavior," says Gupta, who coauthored the working paper "Do Friends Influence Purchases in a Social Network?" [PDF] with Raghuram Iyengar, of the Wharton School, University of... View Details
- 04 Jan 2010
- Research & Ideas
Best of HBS Working Knowledge 2009
it could potentially be a significant source of revenue for the sites and their corporate sponsors. Using a unique data set from Cyworld, Raghuram Iyengar, Sangman Han, and HBS... View Details
Keywords: by Staff
- 2009
- Working Paper
Do Friends Influence Purchases in a Social Network?
By: Raghuram Iyengar, Sangman Han and Sunil Gupta
Social networks, such as Facebook and Myspace have witnessed a rapid growth in their membership. Some of these businesses have tried an advertising-based model with very limited success. However, these businesses have not fully explored the power of their members to... View Details
Keywords: Marketing; Network Effects; Sales; Power and Influence; Social and Collaborative Networks; Web Sites; South Korea
Iyengar, Raghuram, Sangman Han, and Sunil Gupta. "Do Friends Influence Purchases in a Social Network?" Harvard Business School Working Paper, No. 09-123, April 2009.