Research Summary

Overview

by Joseph Davin

Description

According to McKinsey & Company, social interactions impact up to a third of all consumer purchases which accounts for US$940 billion in annual consumption in the US and Europe alone. Understanding social influence is important meeting consumer needs. In my research, I study how social platforms are changing consumer decision making and firm performance.

Keywords: social networks; social influence; homophily; CRM; mobile gaming; customer lifetime value; forestry; banking; retail banks;