Dyad Calling Behavior: Asymmetric Power and Tie Strength Dynamics

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

科研成果: 期刊稿件期刊论文

2 引用 (Web of Science)

摘要

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.
源语言英语
页(从-至)63-79
期刊Journal of Interactive Marketing
42
DOI
已出版 - 2018

Corresponding author email

botaoyan@marshall.usc.edu

关键词

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

成果物的来源

  • ABDC-A
  • SSCI

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