Thesis subject

Impact of Social Influence on Consumer Choices: Analyzing the Role of Social Networks and Opinion Leaders in the Adoption of New Products (MSc)

Short description

Consumer choices are significantly influenced by social networks and peer interactions, with opinion leaders playing a pivotal role in shaping preferences and driving the adoption of new products and technologies. This thesis seeks to explore the dynamics of social influence on consumer behavior, drawing on established theories and literature in the field. Using open-access data, the research will develop a model to analyze how social media influencers, online communities, or peer recommendations and social media reviews impact consumer decisions for e.g., wearable health technology or personalized nutrition services.

Objectives

  1. Identify key theories and models in the field of consumer behavior that explain the impact of social influence on consumer choices.
  2. Develop a computational model to analyze the role of social networks and opinion leaders in the adoption of new products and technologies.

Tasks

The work in this master thesis entails:

  • Literature Review: Conduct a thorough review of existing research on social influence, consumer behavior, social networks, and opinion leaders. Identify key theories and conceptual models.
  • Theoretical Framework: Develop a theoretical framework based on consumer behavior literature that explains how social networks and opinion leaders influence consumer choices.
  • Model Design: Create a model that integrates the identified theories and applies them to analyze the impact of social influence on the adoption of new products and technologies.
  • Simulation and Testing: Conduct simulations and empirical tests to evaluate the model's accuracy and robustness in explaining consumer behavior influenced by social networks and opinion leaders.
  • Analysis and Reporting: Analyze the results, identify key findings, and discuss the implications for marketers and businesses. Document the research process and outcomes in a comprehensive thesis report.

Requirements

  • Required skills/knowledge: Programming skills and willingness to learn new algorithms and simulation tools.

Co-Supervision

In addition to Dr. Yara Khaluf from the Information Technology group, this thesis will be co-supervised by Dr. Susan Vermeer from the Strategic Communication group.

Contact person(s)

Yara Khaluf (yara.khaluf@wur.nl)

Susan Vermeer (susan.vermeer@wur.nl)