Identifying Social Influence: A Comment on Opinion Leadership and Social Contagion in New Product Diffusion

Authors
Aral, Sinan
Citation
Aral, Sinan, Identifying Social Influence: A Comment on Opinion Leadership and Social Contagion in New Product Diffusion, Marketing science , 30(2), 2011, pp. 217-223
Journal title
Marketing science → ACNP
ISSN journal
07322399
Volume
30
Issue
2
Year of publication
2011
Pages
217 - 223
Database
ACNP
SICI code
Abstract
I suggest 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.