Commentary—Identifying Social Influence: A Comment on Opinion Leadership and Social Contagion in New Product Diffusion
- 1 March 2011
- journal article
- Published by Institute for Operations Research and the Management Sciences (INFORMS) in Marketing Science
- Vol. 30 (2) , 217-223
- https://doi.org/10.1287/mksc.1100.0596
Abstract
Isuggest five broad directions for future research on social influence and opinion leadership that could, if appropriately addressed, dramatically improve how we conceptualize and manage social contagions in a variety of domains.social networks, peer influence, behavioral contagionKeywords
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