Marketing Science Vol. 45 No. 2 2026

Exploring Peer Effects Associated with User Retention in a Socially Connected Business

Yijun Chen¹; Nitin Mehta²

¹ Imperial College Business School, Imperial College London, London SW7 2BX · ² Rotman School of Management, University of Toronto, Toronto, Ontario M5S 1A1, Canada

Abstract

This paper analyzes peer effects in user retention, showing churn of high-centrality user causes negative cascades and informing targeted retention strategies.

DOI

10.1287/mksc.2023.0391

Volume

45

Issue

2

Pages

449-471

Language

en

Sources

crossref openalex

Cite

APA 7 MLA 9 Chicago (author–date) Harvard Elsevier Harvard (JFE, JBF…) The Accounting Review Academy of Management American Marketing Association INFORMS (Management Science) Copy citation Copied ✓