New Product Adoption in a Friendship Network using Spatial Lag Model
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In this study we address the following question: does friendship facilitate the adoption of a risk
inherent new product? We did a validation study with a previously recorded friendship network
and simulated scenario of a new energy drink. We learn that spill over effect for such a friendship
network is significantly more powerful than product attributes or social demographic attributes.
We conducted a spatial two-stage least square analysis with simulated data.