WMS research seminar: 'In search of true worth of a ‘like’: A network externality approach'

Date Wednesday 6 November 2019
Time 11:15am - 12:15pm
Location MSB.4.02, Waikato Management School, Hillcrest Road, Hamilton
Presenter Dr Gohar Khan
Contact Amanda Wilson
Contact email amanda.wilson@waikato.ac.nz
Website www.waikato.ac.nz/nzibr/home
Cost Free

Waikato Management School and the New Zealand Institute for Business Research (NZIBR) invites all staff and students to attend a research seminar on Wednesday, 6 November, on the topic, ‘In search of true worth of a ‘like’: A network externality approach’.

This seminar will be presented by Dr Gohar Khan, senior lecturer in digital business at Waikato Management School.

Dr Khan will discuss a recent study examining how product sales are influenced by the network effect of the ‘like’ button on Facebook; and why the network externality approach is such a valuable marketing phenomenon.

By engaging thousands of Facebook users, the authors of this study modelled and experimentally measure the network returns (i.e. likes) and discrete returns (i.e. clicks) associated with social media actions; and how these returns affect product sales.

The talk starts at 11.15am in room MSB.4.02, level four, Waikato Management School.