Rejoinder--Further Reflections on Studying Social Influence in New Product Diffusion

Raghuram Iyengar (), Christophe Van den Bulte () and Thomas W. Valente ()
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Raghuram Iyengar: The Wharton School of the University of Pennsylvania, Philadelphia, Pennsylvania 19104
Christophe Van den Bulte: The Wharton School of the University of Pennsylvania, Philadelphia, Pennsylvania 19104
Thomas W. Valente: Keck School of Medicine, University of Southern California, Los Angeles, California 90089

Marketing Science, 2011, vol. 30, issue 2, 230-232

Abstract: Building on the commentaries on our work, we make additional suggestions for future research on social contagion and new product diffusion. In particular, we note that social contagion may occur for many reasons and that investigating how various personal or group characteristics moderate the amount of influence some customers exert or the extent to which others are sensitive to potential influence can provide insights into the social mechanism(s) at work.

Keywords: diffusion of innovations; opinion leadership; social contagion; social networks (search for similar items in EconPapers)
Date: 2011
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Citations: View citations in EconPapers (6)

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Persistent link: https://EconPapers.repec.org/RePEc:inm:ormksc:v:30:y:2011:i:2:p:230-232

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