Consumer Activation and Effective Recruiting in an E-Health Platform
50 Pages Posted: 8 Jan 2019 Last revised: 12 May 2019
Date Written: May 8, 2019
Online health platforms have become an important component of the preventative care ecosystem, and referral systems are potentially powerful instruments of growth for these platforms. These referral systems ultimately depend on how effective the existing users are able to recruit new users. To provide some insights about how effective recruiters can be identified, we study unique data from a large online health platform that has a “invite your friends” program. Because we are able to see each instance that a user sends out an invitation, regardless of whether it was accepted or not, this information can be used in establishing partial identification for invitation acceptance regions across user types. Our inferred bounds suggest that consumer activation with the online platform may be informative at predicting invitation acceptance, as users who are engaged with the platform achieve greater success at recruiting new users.
Keywords: Brand Advocacy; E-Health; Health and Wellness; Partial Identification; Platform Development; Referral Systems; Segmentation; Social Network Formation; User Heterogeneity
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