Topic: How does Public Information and Consumer Preferences Affect Social Influence? Evidence from Video-on-Demand Consumer Networks
Speaker: Dr. Daning HU, University of Zurich
Host: Pro. CHEN Xi
Time: 14:00-15:30 January 13th, 2017 (Friday)
Venue: Room 502
Abstract:
Social (peer) influence in consumer networks has been recognized as a key driver in correlated product adoption behaviors (i.e., behavior clustering). As more and more human interaction (network) and transaction data are digitized and recorded by modern telecommunication firms, our capability to study nuanced causal mechanisms of peer influence, as well as various contextual factors that moderate its strength, is becoming unprecedented. Moreover, emerging ubiquitous computing technologies like Video-on-Demand (VOD) systems now can provide opportunities to obtain population-scale micro-level data about consumer (movie watching) behaviors. In this study, we leverage these two advantages and develop an analytical framework to yield nuanced and context-specific insights about the moderating role of public information and consumer preference of product (movie) characteristics on social influence in consumer social networks.
About the Speaker:
Dr. Daning Hu is an assistant professor of information systems and head of the business intelligence research group in the department of informatics at the University of Zurich. He obtained his Ph.D. in Management Information Systems at the University of Arizona in 2009 with a minor in Finance. He got his Bachelor in Computer Science under the supervision of Prof. Zhaohui Wu at Zhejiang University.
His research has been in the areas of 1) network (data) analytics and 2) business intelligence for several application areas including marketing analytics, Fintech, and open source innovations. He has published at prestigious information systems (IS) journals such as MIS Quarterly (MISQ), Journal of the Association for Information Systems (JAIS), Decision Support Systems (DSS), ACM transactions on Management Information Systems (ACM-TMIS), the Journal of the American Society for Information Science and Technology (JASIST), as well as computer science journals such IEEE transactions.
