Is Oprah Contagious? The Depth of Diffusion of Demand Shocks in a Product Network

Table A1 depicts comparison statistics on the matched sample versus the treatment groups for each distance. Similarly, Table A2 depicts comparison statistics on the network-based group used as a control versus the treatment groups. The variable Total25 is used to control for Amazon’s $25 shipping policy, capturing whether the sum of the price of the reviewed book and any of the books in the local network passes the $25 free shipping threshold; indegree captures the number of books directed to a focal book in the product network; local clustering measures the degree to which books in the product network tend to cluster together to create groups characterized by a their density of ties; same binding indicates whether a purchased book is of the same binding type (e.g., hardcover, paperback) as the reviewed book; sale price controls for the sales price of a purchased book; average rating captures the subjective evaluation of a book as reported by consumers; and sales rank measuring a book’s demand relative to other products.