More from Jui Ramaprasad's Recent Research

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Professor Ramaprasad appointed Associate Editor of Management Science

Jui Ramaprasad, Associate Professor in Information Systems, was recently appointed as Associate Editor to Management Science.

Published: 22 Feb 2019

Jui Ramaprasad and Alain Pinsonneault awarded 2018 SSHRC Insight Grant

Congratulations to Jui Ramaprasad, Associate Professor of Information Systems, and Alain Pinsonneault, Professor of Information Systems, awarded the 2018 SSHRC Insight Grant “Examining Value Creation in the Digital Economy: A Platform Engagement Perspective”.

Published: 5 Sep 2018

The Effects of Asymmetric Social Ties, Structural Embeddedness and Tie Strength on Online Content Contribution Behavior

Authors: Rishika Rishika and Jui Ramaprasad

Publication: Management Science, Forthcoming

Abstract:

For a social media community to thrive and grow, it is critical that users of the site interact with each other and contribute content to the site. We study the role of social ties in motivating user preference expression, a form of user content contribution, in an online social media community. We examine the role of three types of ties, reciprocated, follower and followee ties, and assess whether the structural and relational properties of a user’s social network moderate the social influence effect in user contribution. A unique disaggregate level panel dataset of users’ contributions and social tie formation activities from an online music platform is employed to study the impact of social ties. To address identification issues, we adopt a quasi-experimental approach based on dynamic propensity score matching. The results provide strong evidence of the influence of online network ties in online contribution behavior. We find that the influence of reciprocated ties is the greatest, followed by influence from followee ties and then follower ties. Additional analysis reveals that reciprocated and followee ties have even greater influence when they contribute new information for a focal user. Structural embeddedness and tie strength among network ties are found to amplify the effect of social contagion in online contribution. We conduct several sensitivity and robustness checks that lend credible support to our findings. The results add to the greater understanding of social influence in online contribution and provide valuable managerial insights into designs of online communities to enable greater user participation.

Published: 26 Mar 2018

Love Unshackled: Identifying the Effect of Mobile App Adoption in Online Dating

Authors: JaeHwuen Jung, Ravi Bapna, Jui Ramaprasad and Akhmed Umyarov

Publication: MIS Quarterly, Forthcoming

Abstract:

The proliferation of smartphones and other mobile devices has led to numerous companies investing significant resources in developing mobile applications, in every imaginable domain. As apps proliferate, understanding the impact of app adoption on key outcomes of interest and linking this understanding to the the underlying mechanisms that drive these results is imperative. In this paper, we explore the changes in user behavior induced by adoption of a mobile application, in terms of engagement and matching outcomes in the online dating context. We also identify three mechanisms that are somewhat unique to the mobile environment, but are hitherto unestablished in the literature, that drive this shift in behavior – ubiquity, impulsivity and disinhibition. Our main identification strategy uses propensity score matching combined with difference-in-differences, coupled with a rigorous falsification test to confirm the validity of our identification strategy. Our results demonstrate that mobile app adoption induces users to become more socially engaged as measured by key engagement metrics such as visiting significantly more profiles, sending significantly more messages, and importantly, achieving more matches. We also discover various mechanisms facilitating this increased engagement: ubiquity of mobile use – users login more, and login across wider range of hours in the day. We find that men act more impulsively, in that they are less likely to check the profile of a user who messaged them before replying to them. This effect is not visible for women who continue to be deliberate in their checking before replying even after adoption of the mobile app. Finally, we find that both men and women exhibit disinhibition, in that users initiate actions to a more diverse set of potential partners than they did before on dimensions of race, education and height.

Published: 26 Mar 2018

Popularity or Proximity: Characterizing the Nature of Social Influence in an Online Music Community

Authors: Sanjeev Dewan, Yi-Jen (Ian) Ho and Jui Ramaprasad

Publication: Information Systems Research, Vol. 28, No. 1, March 2017

Abstract:

We study social influence in an online music community. In this community, users can listen to and “favorite” (or like) songs and follow the favoriting behavior of their social network friends—and the community as a whole. From an individual user’s perspective, two types of information on peer consumption are salient for each song: total number of favorites by the community as a whole and favoriting by their social network friends. Correspondingly, we study two types of social influence: popularity influence, driven by the total number of favorites from the community as a whole, and proximity influence, due to the favoriting behavior of immediate social network friends. Our quasi-experimental research design applies a variety of empirical methods to highly granular data from an online music community. Our analysis finds robust evidence of both popularity and proximity influence. Furthermore, popularity influence is more important for narrow-appeal music compared to broad-appeal music. Finally, the two types of influence are substitutes for one another, and proximity influence, when available, dominates the effect of popularity influence. We discuss implications for design and marketing strategies for online communities, such as the one studied in this paper.

Read full article: Information Systems Research

Published: 18 Oct 2017

Jui Ramaprasad appointed Associate Editor of MISQ

Jui Ramaprasad, Associate Professor in Information Systems was recently appointed Associate Editor of the Management Information Systems Quarterly (MISQ), a top management journal.

Published: 16 May 2017

Monetizing Freemium Communities: Does Paying for Premium Increase Social Engagement?

Authors: Bapna, R., Ramaprasad , J., Umyarov , A.

Publication: MIS Quarterly, 42(3), 719-735

Abstract: 

Making sustainable profits from a baseline zero price and motivating free consumers to convert to premium subscribers is a continuing challenge for all freemium communities. Prior research has causally established that social engagement (Oestreicher-Singer and Zalmanson 2013) and peer influence (Bapna and Umyarov 2015) are two important drivers of users converting to premium subscribers in such communities. In this paper, we flip the perspective of prior research and ask whether the decision to pay for premium subscription causes users to become more socially engaged. In the context of the Last.fm music listening freemium social community, we establish, using a novel 41 month long panel dataset, a look-ahead propensity score matching (LA-PSM) procedure coupled with a difference-in-difference estimator of the treatment effect, that payment for premium leads to more social engagement. Specifically, we find that paying for premium leads to an increase in both content-related and community-related social engagement. Free users who convert to premium listen to 287.2% more songs, create 1.92% more playlists, exhibit a 2.01% increase in the number of forum posts made, and gain 15.77% more friends. Thus, premium subscribers create value not only for themselves by consuming more content, but also for the community and site by organizing more content and adding more friends, who are subsequently engaged by the social diffusion emerging from the focal user’s activities.

Read full abstract: MISQ, December 15, 2016 

Published: 11 Jan 2017

Music is social: From online social features to online social connectedness

Authors: Krastel, Z., Bassellier, G., Ramaprasad, J.

Publication: 2015 International Conference on Information Systems: Exploring the Information Frontier, ICIS 2015

Abstract: 

Published: 11 May 2016

Creating health awareness: A social media enabled collaboration

Authors: Lapointe, Liette; Ramaprasad, Jui; Vedel, Isabelle

Publication: Health and Technology

Abstract:

Published: 12 Jun 2014

"Collaborating through Social Media to Create Health Awareness," Proceedings of the Annual Hawaii International Conference on System Sciences

Authors: Lapointe, Liette; Ramaprasad, Jui; Vedel, Isabelle

Publication: Proceedings of the Annual Hawaii International Conference on System Sciences

Abstract:

Published: 12 Apr 2013