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

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  • Sinan Aral

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

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.

Suggested Citation

  • Sinan Aral, 2011. "Commentary--Identifying Social Influence: A Comment on Opinion Leadership and Social Contagion in New Product Diffusion," Marketing Science, INFORMS, vol. 30(2), pages 217-223, 03-04.
    • Handle: RePEc:inm:ormksc:v:30:y:2011:i:2:p:217-223
    DOI: 10.1287/mksc.1100.0596
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    References listed on IDEAS

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