Social networks on both sides of the transition point A research commentary on "Critical mass and willingness to pay for social networks" by J. Christopher Westland

• Published in: Electronic Commerce Research and Applications
• Main Author: Smith-David, Julie
• Format: Article in Journal/Newspaper
• Language: English
• Published: 2010
• Subjects: Percolation theory; Social networks; Critical mass; Sea ice
• Online Access: http://hdl.handle.net/11370/2939de8d-9bd4-4f4f-b312-755e5d1fdce1; https://research.rug.nl/en/publications/social-networks-on-both-sides-of-the-transition-point-a-research-commentary-on-critical-mass-and-willingness-to-pay-for-social-networks-by-j-christopher-westland(2939de8d-9bd4-4f4f-b312-755e5d1fdce1).html; https://doi.org/10.1016/j.elerap.2009.08.001

Westland's article provides an excellent foundational understanding of the percolation theory and how it can be applied to understand achieving "critical mass" in social networks. This commentary introduces extensions to the percolation theory that have been developed while studying sea ice, and describes how these extensions can further our understanding of social networks. Specifically, additional factors are identified that will influence achieving critical mass. Additionally, as with sea ice, which can change between liquid and solid several times, the social media model could be extended to include longitudinal insights. If possible, then our understanding of where the transformation point occurs will be further refined, and will enable us to more fully understand the effort necessary after the initial critical mass has been reached. Finally, Westland's article provides an excellent framework for empirical researchers to test the theories that are developed, and to begin to understand some additional factors to be tested that are also discussed in this paper. (C) 2009 Published by Elsevier B.V.