Investigating Churn in Physical Activity Challenges: Evidence from a U.S. Online Social Network

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dc.contributor.authorZhu, Yi
dc.contributor.authorMani, Ankur
dc.date.accessioned2022-12-27T19:02:57Z
dc.date.available2022-12-27T19:02:57Z
dc.date.issued2023-01-03
dc.description.abstractPhysical activities have been found to be positively contagious, as active exercisers tend to motivate their friends to do more exercise. However, it is not clearly understood if inactive exercising behaviors are also socially contagious. As insufficient physical activity is a huge threat to people's health, understanding the potential negative contagion in physical activities is crucial. We approach this problem by studying the effect of individuals' churn of the online physical activity challenges relying on the physical activity and a large social network data from a renowned U.S. fitness platform. The underexplored online physical activity challenges provide a natural setup to measure churn and opportunities to study the contagion heterogeneities. Consistent with previous findings, we confirm that physical activity churn is socially contagious. Interestingly, unlike the inside-out positive contagion, our analyses reveal that the contagion of churn happens outside-in on the social network. Implications of such findings are discussed.
dc.format.extent10
dc.identifier.doi10.24251/HICSS.2023.275
dc.identifier.isbn978-0-9981331-6-4
dc.identifier.otherf47b074e-9b3b-4a72-9d2a-3ef4b48e9464
dc.identifier.urihttps://hdl.handle.net/10125/102906
dc.language.isoeng
dc.relation.ispartofProceedings of the 56th Hawaii International Conference on System Sciences
dc.rightsAttribution-NonCommercial-NoDerivatives 4.0 International
dc.rights.urihttps://creativecommons.org/licenses/by-nc-nd/4.0/
dc.subjectDecision Making in Online Social Networks
dc.subjectchurn analysis
dc.subjectnetwork analysis
dc.subjectphysical activity
dc.subjectsocial contagion
dc.subjectvirtual challenge
dc.titleInvestigating Churn in Physical Activity Challenges: Evidence from a U.S. Online Social Network
dc.type.dcmitext
prism.startingpage2222

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Decision Making in Online Social Networks