Identifying Social Influence Using Digital Experiments

Sunday, 15 February 2015: 8:00 AM-9:30 AM
Room LL21C (San Jose Convention Center)
Sinan Aral,Massachusetts Institute of Technology, Cambridge, MA
Randomized experiments, made possible by the digitization of human interaction at population scale, can dramatically improve our understanding of market trends, the adoption and diffusion of health behaviors, the productivity of information workers, and whether particular individuals in a social network have disproportionate influence. I also address potential complications by describing an experiment that tests how different viral product design strategies affect peer influence and social contagion.