Article ID | Journal | Published Year | Pages | File Type |
---|---|---|---|---|
7246775 | Journal of Interactive Marketing | 2018 | 17 Pages |
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.
Related Topics
Social Sciences and Humanities
Business, Management and Accounting
Marketing
Authors
Mengze Shi, Botao Yang, Jeongwen Chiang,