“Networks of Green People” : Dynamic Network Closure and Prosocial Behaviors in Online Communities
نویسندگان
چکیده
There is a growing interest in designing incentives to foster “green” or prosocial behavior in environment sustainability. We show that online social network is conducive to energy saving behavior through social influence. Using data collected from online community Carbonrally.com, we show that slower growing groups perform better in energy reduction. In addition, we also show that the strength of ties and group characteristics that individuals belong to are important predictors of prosocial outcome. We present results and implication of our study. 1 This is a student-authored paper with Professor Siva Viswanathan as principal advisor. 1
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