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Do Social Networks Improve e-Commerce? A Study on Social Marketplaces
 

Summary: Do Social Networks Improve e-Commerce?
A Study on Social Marketplaces
Gayatri Swamynathan, Christo Wilson, Bryce Boe, Kevin Almeroth, and Ben Y. Zhao
Department of Computer Science, University of California at Santa Barbara
Santa Barbara, CA, USA
{gayatri, bowlin, bboe, almeroth, ravenben}@cs.ucsb.edu
ABSTRACT
Social networks have made a significant impact on how today's In-
ternet users communicate, search for and share data. Numerous
proposals have been made to improve existing distributed systems
by leveraging the inherent trust built into social links. Many be-
lieve that augmenting online marketplaces with social networking
should improve trust between transaction partners and improve user
satisfaction. In this paper, we perform a detailed study of Over-
stock Auctions, a novel auction site that integrates social links into
user profiles. Using data on connections between roughly 399,000
Overstock users, we evaluate the impact of social connections on
business transactions. Our results show that while the majority of
users do not engage in social networking, those who transact with
friends of friends generally obtain significantly benefits in the form

  

Source: Almeroth, Kevin C. - Department of Computer Science, University of California at Santa Barbara

 

Collections: Computer Technologies and Information Sciences