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Given the prevalence of competing versions (basic vs upgraded) of a virtual product in online communities, this paper investigated the differences in the effect of social influence on users\u2019 adoption of basic and upgraded choices of a virtual product. It also examined how the effect varies with users\u2019 social status and user-level network density.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Design\/methodology\/approach<\/jats:title><jats:p>A natural experiment was conducted in an online game community. Two competing versions (basic vs upgraded) of a virtual product were provided for in-game purchase while a random set of users selected from 897,765 players received the notification of their friends\u2019 adoption information. A competing-risk model was used to test the hypotheses.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Findings<\/jats:title><jats:p>Social influence exerts a stronger positive effect on users\u2019 adoption of the upgraded virtual product than of the basic virtual product. Middle-status users have the greatest (least) susceptibility to social influence in adopting the upgraded (basic) virtual product than low- and high-status users. User\u2019s network density enhances the effect of social influence on adoption of both virtual products, even more for the upgraded one.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Originality\/value<\/jats:title><jats:p>This research contributes to the social influence and product adoption literature by disentangling the different effects of social influence on basic and upgraded versions of a virtual product. It also identifies the boundary conditions that social influence works for each version of the virtual product.<\/jats:p><\/jats:sec>","DOI":"10.1108\/intr-01-2022-0021","type":"journal-article","created":{"date-parts":[[2024,4,30]],"date-time":"2024-04-30T07:48:25Z","timestamp":1714463305000},"page":"54-79","source":"Crossref","is-referenced-by-count":2,"title":["Social influence and the choice of\u00a0product upgrades: evidence from\u00a0virtual product adoption in\u00a0online games"],"prefix":"10.1108","volume":"35","author":[{"ORCID":"https:\/\/orcid.org\/0000-0002-3168-5087","authenticated-orcid":false,"given":"Qing","family":"Huang","sequence":"first","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Xiaoling","family":"Li","sequence":"additional","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]},{"ORCID":"https:\/\/orcid.org\/0000-0001-9763-8809","authenticated-orcid":false,"given":"Dianwen","family":"Wang","sequence":"additional","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]}],"member":"140","published-online":{"date-parts":[[2024,5,1]]},"reference":[{"issue":"9","key":"key2025012006434632700_ref001","doi-asserted-by":"publisher","first-page":"1623","DOI":"10.1287\/mnsc.1110.1421","article-title":"Creating social contagion through viral product design: a randomized trial of peer influence in networks","volume":"57","year":"2011","journal-title":"Management Science"},{"key":"key2025012006434632700_ref002","doi-asserted-by":"publisher","first-page":"337","DOI":"10.1126\/science.1215842","article-title":"Identifying influential and susceptible members of social networks","volume":"337","year":"2012","journal-title":"Science"},{"issue":"6","key":"key2025012006434632700_ref003","doi-asserted-by":"publisher","first-page":"1352","DOI":"10.1287\/mnsc.2014.1936","article-title":"Tie strength, embeddedness, and social influence: a large-scale networked experiment","volume":"60","year":"2014","journal-title":"Management Science"},{"issue":"8","key":"key2025012006434632700_ref004","doi-asserted-by":"publisher","first-page":"1902","DOI":"10.1287\/mnsc.2014.2081","article-title":"Do your online friends make you pay? 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