Dyad Calling Behavior: Asymmetric Power and Tie Strength Dynamics

Mengze Shi; Jeongwen Chiang; Botao Yang

doi:10.1016/j.intmar.2017.12.003

Dyad Calling Behavior: Asymmetric Power and Tie Strength Dynamics

Mengze Shi (First Author), Jeongwen Chiang (Participant Author), Botao Yang (Participant Author)

Marketing

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2 Citations (Web of Science)

Abstract

We develop a model of dyad calling behavior as the outcome of asymmetric power between the initiating and receiving callers and the strength of their tie. Using a unique mobile phone service dataset, we estimate the model which encapsulates the evolving relationship between pairs of callers. We find that, first, the initiating callers enjoy more power than the receiving callers in determining the call volume. Second, the call volume between a pair of callers increases with the number of their common contacts. Finally, the reciprocity effect is prevalent in mobile phone service consumption. We discuss and demonstrate the implications of our results on firms' telecommunication service pricing decisions. (C) 2018 Direct Marketing Educational Foundation, Inc. dba Marketing EDGE. All rights reserved.

Original language	English
Pages (from-to)	63-79
Journal	Journal of Interactive Marketing
Volume	42
DOIs	https://doi.org/10.1016/j.intmar.2017.12.003
Publication status	Published - 2018

Corresponding author email

botaoyan@marshall.usc.edu

Keywords

Decision power
Reciprocity
Social network
Structural model
Telecommunication service pricing
Tie-strength

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SSCI

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10.1016/j.intmar.2017.12.003Licence: CC BY-NC-ND

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Dyad Calling Behavior: Asymmetric Power and Tie Strength Dynamics

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