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Publication Date:
March 2011
ISSN:
1446-9022
DOI:
10.2202/1446-9022.1255

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Editor-in-Chief: Wright, Julian

Ed. by Miravete, Eugenio J. / Panzar, John / Peitz, Martin / Rysman, Marc / Weisman, Dennis L.

4 Issues per year

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Twitter Adoption in Congress

Feng Chi / Nathan Yang

1University of Toronto Rotman School of Management

1University of Toronto

Citation Information: Review of Network Economics. Volume 10, Issue 1, Pages –, ISSN (Online) 1446-9022, DOI: 10.2202/1446-9022.1255, March 2011

Publication History:
Published Online:
2011-03-02

We study the early adoption of Twitter in the 111th House of Representatives. Our main objective is to determine whether successes of past adopters have the tendency to speed up Twitter adoption, where past success is defined as the average followers per Tweet — a common measure of “Twitter success” — among all prior adopters. The data suggests that accelerated adoption can be associated with favorable past outcomes: increasing the average number of followers per Tweet among past adopters by a standard deviation (of eight followers per Tweet) accelerates the adoption time by about 112 days. This acceleration effect is weaker for those who already have adopted Facebook and those who have access to information about a large number of past adopters. We later find a positive relationship between an adopter's own success and the success of adopters preceding him/her. Thus, there may exist benefits associated with adopting Twitter based on past successes of others. In general, the patterns we find are consistent with predictions generated by a simple model of adoption delay with learning.

Keywords: diffusion of technology; network effects; political marketing; social learning; social media

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