In each issue of the Journal of Interactive Marketing, editors Wendy Moe and Arvind Rangaswamy select a featured article that they believe provides important insights and new theoretical contributions.
In this month of June 2021, the editors chose the article on "Predicting Tie Strength with Ego Network Structures" published by Simon Stolz and Prof. Dr. Christian Schlereth. In the article, the authors investigate the predictive power of commonly available data for predicting tie strength, i.e. the bond strength between two users. To do this, they evaluate user data on demographic similarities, online interactions and social network structures. The study identifies which social network structures are particularly informative for tie strength and examines how the types of information interact.