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The rise of socially targeted marketing suggests that decisions made by consumers can be predicted not only from their personal tastes and characteristics, but also from the decisions of people who are close to them in their networks. One obstacle to consider is that there may be several different measures for closeness that are appropriate, either through different types of friendships, or different functions of distance on one kind of friendship, where only a subset of these networks may actually be relevant. Another is that these decisions are often binary and more difficult to model with conventional approaches, both conceptually and computationally.
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