Multihoming Behavior of Users in Social Networking Websites: A Theoretical Model

Information Technology & People, Vol. 24, No. 4, pp. 378 – 392, DOI: 10.1108/09593841111182250, 2011

30 Pages Posted: 4 Apr 2012 Last revised: 21 Aug 2014

See all articles by Monika Mital

Monika Mital

Doctoral Scholar, XLRI, Jamshedpur

Sumit Sarkar

XLRI - Xavier School of Management

Date Written: April 3, 2012

Abstract

Church and King (1993) develops a model of bilingualism, in which they talk about multihoming in language networks. Doganoglu and Wright (2006) talks of multihoming in the presence of price competition. As per the literature available in the public domain, we have not come across any theoretical model to study multihoming behavior of users in social networking websites.

The current study builds a theoretical model for competition between social networking websites. The first case considers competition between two social networking websites with multihoming and without product differentiation and the second case is for competition between two social networking websites with multihoming and product differentiation. The study tries to find out whether consumer utility from social networking websites is higher when there is multihoming without or with product differentiation. The study also tries to find out whether welfare is higher under conditions of multihoming with or without product differentiation.

Keywords: communication technologies, consumer behaviour, internet behaviour, multihoming, network externality, non-financial benefits, product differentiation, social networking, utility

Suggested Citation

Mital, Monika and Sarkar, Sumit, Multihoming Behavior of Users in Social Networking Websites: A Theoretical Model (April 3, 2012). Information Technology & People, Vol. 24, No. 4, pp. 378 – 392, DOI: 10.1108/09593841111182250, 2011. Available at SSRN: https://ssrn.com/abstract=2033647

Monika Mital (Contact Author)

Doctoral Scholar, XLRI, Jamshedpur ( email )

A-32A, Sector 62
Noida
201309

Sumit Sarkar

XLRI - Xavier School of Management ( email )

C. H. Area (East)
Jamshedpur, Jharkhand 831001
India

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