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  • 21 May 2009
  • Working Paper Summaries

Do Friends Influence Purchases in a Social Network?

Keywords: by Raghuram Iyengar, Sangman Han & Sunil Gupta; Technology
  • 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
Keywords: by Sarah Jane Gilbert; Advertising; Publishing; Retail
  • 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
  • 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
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