Dyad Calling Behavior: Asymmetric Power and Tie Strength Dynamics

Mengze Shi, Botao Yang and Jeongwen Chiang

Journal of Interactive Marketing, 2018, vol. 42, issue C, 63-79

Abstract: 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.

Keywords: Social network; Tie-strength; Reciprocity; Decision power; Telecommunication service pricing; Structural model (search for similar items in EconPapers)
Date: 2018
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

Downloads: (external link)
http://www.sciencedirect.com/science/article/pii/S109499681830001X
Full text for ScienceDirect subscribers only

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:eee:joinma:v:42:y:2018:i:c:p:63-79

DOI: 10.1016/j.intmar.2017.12.003

Access Statistics for this article

Journal of Interactive Marketing is currently edited by B. T. Ratchford

More articles in Journal of Interactive Marketing from Elsevier
Bibliographic data for series maintained by Catherine Liu ().