Three essays on adoption in social networks
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In the fast growing online social networks, one of the most commonly observed phenomena is the diffusion of information contents, behaviors or products through network members’ interactions. In this thesis, I study the diffusion phenomenon by examining the individual-level adoption decision, both theoretically and empirically. In the three essays, I study the effects of the strength of the interpersonal tie and the social network characteristics on a potential adopter’s decision-making, and investigate the measurement of network members’ influences.