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Commentary--Invited Comment on "Opinion Leadership and Social Contagion in New Product Diffusion"

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  • David Godes

    (Robert H. Smith School of Business, University of Maryland, College Park, Maryland 20742)

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  • David Godes, 2011. "Commentary--Invited Comment on "Opinion Leadership and Social Contagion in New Product Diffusion"," Marketing Science, INFORMS, vol. 30(2), pages 224-229, 03-04.
    • Handle: RePEc:inm:ormksc:v:30:y:2011:i:2:p:224-229
    DOI: 10.1287/mksc.1100.0605
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    References listed on IDEAS

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    1. Raghuram Iyengar & Christophe Van den Bulte & Thomas W. Valente, 2011. "Opinion Leadership and Social Contagion in New Product Diffusion," Marketing Science, INFORMS, vol. 30(2), pages 195-212, 03-04.
    2. Stegeman, Mark, 1991. "Advertising in Competitive Markets," American Economic Review, American Economic Association, vol. 81(1), pages 210-223, March.
    3. David Godes & Dina Mayzlin, 2009. "Firm-Created Word-of-Mouth Communication: Evidence from a Field Test," Marketing Science, INFORMS, vol. 28(4), pages 721-739, 07-08.
    4. Juanjuan Zhang, 2010. "The Sound of Silence: Observational Learning in the U.S. Kidney Market," Marketing Science, INFORMS, vol. 29(2), pages 315-335, 03-04.
    5. Duncan J. Watts & Peter Sheridan Dodds, 2007. "Influentials, Networks, and Public Opinion Formation," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 34(4), pages 441-458, May.
    6. Xinxin Li & Lorin M. Hitt, 2008. "Self-Selection and Information Role of Online Product Reviews," Information Systems Research, INFORMS, vol. 19(4), pages 456-474, December.
    7. Abhijit V. Banerjee, 1992. "A Simple Model of Herd Behavior," The Quarterly Journal of Economics, President and Fellows of Harvard College, vol. 107(3), pages 797-817.
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    Cited by:

    1. Zarnadze Giorgi, 2020. "Social interactions impact on product and service development," Proceedings of the International Conference on Business Excellence, Sciendo, vol. 14(1), pages 324-332, July.
    2. Si Tan & Weiping Chen, 2019. "Can members’ WeChat engagement affect relational outcomes in community‐supported agriculture? Empirical evidence from China," Agribusiness, John Wiley & Sons, Ltd., vol. 35(1), pages 36-52, January.
    3. Yansong Hu & Christophe Van den Bulte, 2014. "Nonmonotonic Status Effects in New Product Adoption," Marketing Science, INFORMS, vol. 33(4), pages 509-533, July.
    4. Zongshui Wang & Hong Zhao & Yan Wang, 2015. "Social networks in marketing research 2001–2014: a co-word analysis," Scientometrics, Springer;Akadémiai Kiadó, vol. 105(1), pages 65-82, October.
    5. Pabitra Chatterjee & Barthelemy Chollet & Olivier Trendel, 2017. "From conformity to reactance: Contingent role of network centrality in consumer-to-consumer influence," Post-Print hal-01589885, HAL.
    6. Elham Yazdani & Shyam Gopinath & Steve Carson, 2018. "Preaching to the Choir: The Chasm Between Top-Ranked Reviewers, Mainstream Customers, and Product Sales," Marketing Science, INFORMS, vol. 37(5), pages 838-851, September.
    7. Pabitra Chatterjee & Barthelemy Chollet & Olivier Trendel, 2017. "From conformity to reactance: Contingent role of network centrality in consumer-to-consumer influence," Grenoble Ecole de Management (Post-Print) hal-01589885, HAL.
    8. Chen, Zhen-Yu & Fan, Zhi-Ping & Sun, Minghe, 2019. "Individual-level social influence identification in social media: A learning-simulation coordinated method," European Journal of Operational Research, Elsevier, vol. 273(3), pages 1005-1015.
    9. Tuck Siong Chung & Michel Wedel & Roland T. Rust, 2016. "Adaptive personalization using social networks," Journal of the Academy of Marketing Science, Springer, vol. 44(1), pages 66-87, January.
    10. Manisha Mathur, 2020. "Improving the value of the retailer brand through social media equity," Journal of Brand Management, Palgrave Macmillan, vol. 27(5), pages 508-530, September.
    11. Tianshu Sun & Siva Viswanathan & Elena Zheleva, 2021. "Creating Social Contagion Through Firm-Mediated Message Design: Evidence from a Randomized Field Experiment," Management Science, INFORMS, vol. 67(2), pages 808-827, February.
    12. Chong (Alex) Wang & Xiaoquan (Michael) Zhang & Il-Horn Hann, 2018. "Socially Nudged: A Quasi-Experimental Study of Friends’ Social Influence in Online Product Ratings," Information Systems Research, INFORMS, vol. 29(3), pages 641-655, September.
    13. Raghuram Iyengar & Christophe Van den Bulte & Thomas W. Valente, 2011. "Rejoinder--Further Reflections on Studying Social Influence in New Product Diffusion," Marketing Science, INFORMS, vol. 30(2), pages 230-232, 03-04.
    14. Sharad Goel & Daniel G. Goldstein, 2014. "Predicting Individual Behavior with Social Networks," Marketing Science, INFORMS, vol. 33(1), pages 82-93, January.
    15. Chatterjee, Pabitra & Chollet, Barthélemy & Trendel, Olivier, 2017. "From conformity to reactance: Contingent role of network centrality in consumer-to-consumer influence," Journal of Business Research, Elsevier, vol. 75(C), pages 86-94.

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