Raghuram Iyengar

Raghuram Iyengar

Raghuram Iyengar is a researcher and first author of the Marketing Science paper on opinion leadership and social contagion in new product diffusion.

Who they are

The work of Raghuram Iyengar reaches this site through the paper listed below. The name is tied to Opinion Leadership. Their paper reports: Contagion spreads through network ties even after accounting for marketing effort and system-wide changes.

Key papers

Iyengar, R., Van den Bulte, C., & Valente, T. W. (2011). Opinion leadership and social contagion in new product diffusion. Marketing Science, 30(2), 195-212. What it reports: Contagion spreads through network ties even after accounting for marketing effort and system-wide changes. Its strength depends on how recipients perceive their sources' opinion leadership and on how much the sources use the product. Sociometric and self-reported measures of leadership are only weakly correlated and relate to different adoption-related behaviours.

Key ideas

Opinion Leadership: A source's perceived standing as someone whose product choices others follow.

Sources

  1. Iyengar, R., Van den Bulte, C., & Valente, T. W. (2011). Opinion leadership and social contagion in new product diffusion. Marketing Science, 30(2), 195-212.