Creating Facebook applications to understand network effects on consumer behaviour

Abstract

Facebook contains the largest social network dataset in the world. Together, Facebook Platform and social graph make it possible for researchers to gather network data and conduct behavioural experiments using Facebook applications. This paper first describes the functions and benefits of Facebook Platform and social graph, and then reviews the procedural elements to be considered in developing Facebook applications. Further, the process is demonstrated through two example applications developed for an online experiment to examine the network effects on consumer attitude toward products. Implications for academics and practitioners are discussed and suggestions are made for future research.