Opinion leadership and social contagion in new product diffusion
Iyengar, Van den Bulte and Valente, Marketing Science 30(2), 2011, 195-212. 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.
Iyengar, Van den Bulte and Valente, Marketing Science 30(2), 2011, 195-212. 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.
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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. doi:10.1287/mksc.1100.0566 https://doi.org/10.1287/mksc.1100.0566