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TapUnlocking the Mobile Economy$
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Anindya Ghose

Print publication date: 2017

Print ISBN-13: 9780262036276

Published to MIT Press Scholarship Online: January 2018

DOI: 10.7551/mitpress/9780262036276.001.0001

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Social Dynamics: You Are Who You’re With

Social Dynamics: You Are Who You’re With

(p.135) 10 Social Dynamics: You Are Who You’re With

Anindya Ghose

The MIT Press

This chapter examines one of nine critical forces behind purchase decisions that make mobile advertising so powerful: social dynamics. Recent studies have shown that the social company we keep changes our behavior. This is our social context. Beyond our individual location at any given time, our social context influences how we interact in real life as part of a group of friends, as a couple, or with family members. And these behaviors are fundamentally different than how we behave when we are on our own. The chapter discusses the impact of social dynamics on mobile purchases, the importance of group composition, and digging deeper into consumers' personalities.

Keywords:   social dynamics, social company, mobile economy, mobile advertising, marketing, consumer behavior, purchase decisions

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