Speaker Ankur Mani - Complex Social Contagion of Churn in Digital Wellness Programs
- Sponsor
- ACE (Agricultural and Consumer Economics)
- Speaker
- Ankur Mani, Assistant Professor, University of Minnesota Industrial and Systems Engineering
- Views
- 12
- Originating Calendar
- ACE Seminars
Abstract:
We study the social contagion of negative wellness activities, focusing on the churn in digital wellness programs. Leveraging a popular digital running program, running field data, and a large social network on a global online fitness platform, we (i) explore the diffusion pattern of running program churn, (ii) investigate the social contagion of churn, and (iii) analyze the heterogeneity of churn contagion. We show that churn diffuses from the network’s peripheral individuals with fewer peers to central individuals with more peers, and such churns are socially contagious. We find that the contagion of churn is a complex contagion, which explains the diffusion pattern. In addition, churn contagion varies by individual characteristics and is confined mainly to sparse network communities. These results suggest that interdependent intervention strategies based on peer connections, network structures, and individual characteristics can effectively prevent wellness program churns, improve individuals’ adherence to wellness activities, and promote individuals’ wellness.Bio:
Mani's research focuses on distributed experimentation and learning in supply chain networks and social networks, matching and mechanism design without money, sustainability and transportation problems.