Publications

May–June 2019
Article

U-Shaped Conformity in Online Social Networks

By: Monic Sun, Michael Zhang and Feng Zhu

We explore how people balance their needs to belong and to be different from their friends by studying their choices of a virtual-house wall color on a leading Chinese social-networking site. The setting enables us to randomize both the popular color and the adoption... View Details

Keywords: Conformity; Normative Social Influence; Social Networks; Field Experiment; Social and Collaborative Networks; Behavior; Attitudes; Social Media

July 2011 (Revised January 2012)
Teaching Note

Demand Media (TN)

By: John Deighton and Leora Kornfeld

Teaching Note for 512021. View Details

Keywords: Internet and the Web; Media; Society; Transformation; Digital Marketing; Business Model; Initial Public Offering; Customers; Behavior; Value; Information Technology Industry; California

Purchase

March 20, 2023
Editorial

Can Twitter Be a Force for Good? Social Media Helps Curb Corporate Misconduct

By: Jonas Heese and Joseph Pacelli

Keywords: Social Media; Corporate Accountability

January 2005 (Revised August 2006)
Case

Lean Forward Media

By: Teresa M. Amabile and Victoria Winston

Jeff Norton and Michelle Crames, the co-founders of Lean Forward Media, face several options for producing the world's first interactive DVD film for children. Their vision is to build a company whose products simultaneously entertain children, engage them actively in... View Details

Keywords: Decision Choices and Conditions; Early Childhood Education; Games, Gaming, and Gambling; Entrepreneurship; Venture Capital; Management Practices and Processes; Risk Management; Partners and Partnerships; Opportunities; Creativity

October 2, 2012
Article

Fund Managers Eager to Use Social Media are Held Back by Industry Regulations

By: Robert C. Pozen and Theresa Hamacher

Article

Contagion of Cooperation in Static and Fluid Social Networks

By: Jillian J. Jordan, David G. Rand, Samuel Arbesman, James H. Fowler and Nicholas A. Christakis

Cooperation is essential for successful human societies. Thus, understanding how cooperative and selfish behaviors spread from person to person is a topic of theoretical and practical importance. Previous laboratory experiments provide clear evidence of social... View Details

Keywords: Social Contagion; Social Networks; Cooperation; Behavior; Social Media

June 2018
Supplement

Knowledge Sharing at REMA 1000 (B)

By: Tatiana Sandino and Olivia Hull

Supplement to HBS No. 118-007, "Knowledge Sharing at REMA 1000 (A)." Chief Human Resources Officer Tore Høylie was proud of REMA 1000 (REMA)’s strong employee engagement with Workplace, Facebook’s corporate social media platform; however, some users complained that the... View Details

Keywords: Social Network; Enterprise Social Media; Facebook; Workplace; Social and Collaborative Networks; Communication Technology; Problems and Challenges; Social Media; Retail Industry; Norway

Purchase

2018
Working Paper

Us and Them: Predicting Firm Stock Performance via Social Media Sentiment about Competitors

By: Frank Nagle

Article

Dynamic Multi-Relational Chinese Restaurant Process for Analyzing Influences on Users in Social Media

By: Himabindu Lakkaraju, Indrajit Bhattacharya and Chiranjib Bhattacharyya

October 2006 (Revised February 2007)
Background Note

How Media Choices are Changing Online Advertising

By: Stephen P. Bradley and Nancy Bartlett

What is the response by advertisers as media consumption moves to the digital medium? Provides an overview of online advertising in mid-2006 and discusses the impact of an increasingly fractured media landscape and its accompanying expanding advertising options. View Details

Keywords: Digital Marketing; News; Media; Emerging Markets; Internet and the Web; Perspective; Disruption; Journalism and News Industry

Educators

Purchase

January 23, 2023
Article

Digital Public Health Interventions at Scale: The Impact of Social Media Advertising on Beliefs and Outcomes Related to COVID Vaccines

By: Susan Athey, Kristen Grabarz, Michael Luca and Nils Wernerfelt

Public health organizations increasingly use social media advertising campaigns in pursuit of public health goals. In this paper, we evaluate the impact of about $40 million of social media advertisements that were run and experimentally tested on Facebook and... View Details

Keywords: COVID-19 Pandemic; Public Health; Vaccines; Social Media; Advertising; Power and Influence; Health Care and Treatment