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

Sinan Aral ()
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Sinan Aral: Leonard N. Stern School of Business, New York University, New York, New York 10012

Marketing Science, 2011, vol. 30, issue 2, 217-223

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.

Keywords: social networks; peer influence; behavioral contagion (search for similar items in EconPapers)
Date: 2011
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Citations: View citations in EconPapers (37)

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