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Creating Facebook applications to understand network effects on consumer behaviour

Author

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  • Zhang, Shuoyang

Abstract

Facebook contains the largest social network dataset in the world. Together, Facebook Platform and social graph make it possible for researchers to gather network data and conduct behavioural experiments using Facebook applications. This paper first describes the functions and benefits of Facebook Platform and social graph, and then reviews the procedural elements to be considered in developing Facebook applications. Further, the process is demonstrated through two example applications developed for an online experiment to examine the network effects on consumer attitude toward products. Implications for academics and practitioners are discussed and suggestions are made for future research.

Suggested Citation

  • Zhang, Shuoyang, 2016. "Creating Facebook applications to understand network effects on consumer behaviour," Journal of Digital & Social Media Marketing, Henry Stewart Publications, vol. 4(2), pages 170-177, August.
    • Handle: RePEc:aza:jdsmm0:y:2016:v:4:i:2:p:170-177
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    More about this item

    Keywords

    Facebook applications; Facebook Platform; social graph; social media; tie strength;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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