IDEAS home Printed from https://ideas.repec.org/a/inm/ormksc/v30y2011i2p217-223.html
   My bibliography  Save this article

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

Author

Listed:
  • 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
    as

    Download full text from publisher

    File URL: http://dx.doi.org/10.1287/mksc.1100.0596
    Download Restriction: no
    File URL: https://libkey.io/10.1287/mksc.1100.0596?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Farrell, Joseph & Saloner, Garth, 1986. "Installed Base and Compatibility: Innovation, Product Preannouncements, and Predation," American Economic Review, American Economic Association, vol. 76(5), pages 940-955, December.
    2. Charles F. Manski, 1993. "Identification of Endogenous Social Effects: The Reflection Problem," The Review of Economic Studies, Review of Economic Studies Ltd, vol. 60(3), pages 531-542.
    3. 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.
    4. Peres, Renana & Muller, Eitan & Mahajan, Vijay, 2010. "Innovation diffusion and new product growth models: A critical review and research directions," International Journal of Research in Marketing, Elsevier, vol. 27(2), pages 91-106.
    5. Bramoullé, Yann & Djebbari, Habiba & Fortin, Bernard, 2009. "Identification of peer effects through social networks," Journal of Econometrics, Elsevier, vol. 150(1), pages 41-55, May.
    6. Arun Sundararajan, 2004. "Local Network Effects and Network Structure," Industrial Organization 0412011, University Library of Munich, Germany.
    7. Joseph Farrell & Garth Saloner, 1985. "Installed Base and Compatibility With Implications for Product Preannouncements," Working papers 385, Massachusetts Institute of Technology (MIT), Department of Economics.
    8. repec:dau:papers:123456789/3445 is not listed on IDEAS
    9. Cristopher Moore & M. E. J. Newman, 2000. "Epidemics and Percolation in Small-World Networks," Working Papers 00-01-002, Santa Fe Institute.
    10. Eyal Biyalogorsky & Eitan Gerstner & Barak Libai, 2001. "Customer Referral Management: Optimal Reward Programs," Marketing Science, INFORMS, vol. 20(1), pages 82-95, August.
    11. Yann Bramoullé & Bernard Fortin, 2009. "The Econometrics of Social Networks," Cahiers de recherche 0913, CIRPEE.
    12. Reingen, Peter H, et al, 1984. "Brand Congruence in Interpersonal Relations: A Social Network Analysis," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 11(3), pages 771-783, December.
    13. Bruce Sacerdote, 2001. "Peer Effects with Random Assignment: Results for Dartmouth Roommates," The Quarterly Journal of Economics, President and Fellows of Harvard College, vol. 116(2), pages 681-704.
    14. Goldenberg, Jacob & Libai, Barak & Muller, Eitan, 2010. "The chilling effects of network externalities," International Journal of Research in Marketing, Elsevier, vol. 27(1), pages 4-15.
    15. Bernard Pras & Gilles Laurent & Gary L. Lilien, 1994. "Research Traditions in Marketing," Post-Print halshs-00150675, HAL.
    16. Sergio Currarini & Matthew O. Jackson & Paolo Pin, 2009. "An Economic Model of Friendship: Homophily, Minorities, and Segregation," Econometrica, Econometric Society, vol. 77(4), pages 1003-1045, July.
    17. David Godes & Dina Mayzlin, 2004. "Using Online Conversations to Study Word-of-Mouth Communication," Marketing Science, INFORMS, vol. 23(4), pages 545-560, June.
    18. 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.
    19. Catherine Tucker, 2008. "Identifying Formal and Informal Influence in Technology Adoption with Network Externalities," Management Science, INFORMS, vol. 54(12), pages 2024-2038, December.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Arun Sundararajan & Foster Provost & Gal Oestreicher-Singer & Sinan Aral, 2013. "Research Commentary ---Information in Digital, Economic, and Social Networks," Information Systems Research, INFORMS, vol. 24(4), pages 883-905, December.
    2. Sinan Aral & Dylan Walker, 2011. "Creating Social Contagion Through Viral Product Design: A Randomized Trial of Peer Influence in Networks," Management Science, INFORMS, vol. 57(9), pages 1623-1639, February.
    3. Jing Wang & Anocha Aribarg & Yves F. Atchadé, 2013. "Modeling Choice Interdependence in a Social Network," Marketing Science, INFORMS, vol. 32(6), pages 977-997, November.
    4. Shan Huang & Sinan Aral & Yu Jeffrey Hu & Erik Brynjolfsson, 2020. "Social Advertising Effectiveness Across Products: A Large-Scale Field Experiment," Marketing Science, INFORMS, vol. 39(6), pages 1142-1165, November.
    5. 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.
    6. Meyners, Jannik & Barrot, Christian & Becker, Jan U. & Bodapati, Anand V., 2017. "Reward-scrounging in customer referral programs," International Journal of Research in Marketing, Elsevier, vol. 34(2), pages 382-398.
    7. Hema Yoganarasimhan, 2012. "Impact of social network structure on content propagation: A study using YouTube data," Quantitative Marketing and Economics (QME), Springer, vol. 10(1), pages 111-150, March.
    8. Jullien, Bruno & Pavan, Alessandro & Rysman, Marc, 2021. "Two-sided Markets, Pricing, and Network Effects," TSE Working Papers 21-1238, Toulouse School of Economics (TSE).
    9. Landsman, Vardit & Nitzan, Irit, 2020. "Cross-decision social effects in product adoption and defection decisions," International Journal of Research in Marketing, Elsevier, vol. 37(2), pages 213-235.
    10. Xiaohua Zeng & Liyuan Wei, 2013. "Social Ties and User Content Generation: Evidence from Flickr," Information Systems Research, INFORMS, vol. 24(1), pages 71-87, March.
    11. Liangfei Qiu & Zhan (Michael) Shi & Andrew B. Whinston, 2018. "Learning from Your Friends’ Check-Ins: An Empirical Study of Location-Based Social Networks," Information Systems Research, INFORMS, vol. 29(4), pages 1044-1061, December.
    12. Goyal, Sanjeev & Galeotti, Andrea, 2007. "A Theory of Strategic Diffusion," Coalition Theory Network Working Papers 9096, Fondazione Eni Enrico Mattei (FEEM).
    13. Anjana Susarla & Jeong-Ha Oh & Yong Tan, 2012. "Social Networks and the Diffusion of User-Generated Content: Evidence from YouTube," Information Systems Research, INFORMS, vol. 23(1), pages 23-41, March.
    14. Mandy Mantian Hu & Sha Yang & Daniel Yi Xu, 2019. "Understanding the Social Learning Effect in Contagious Switching Behavior," Management Science, INFORMS, vol. 65(10), pages 4771-4794, October.
    15. Anton Badev, 2014. "Discrete Games in Endogenous Networks: Theory and Policy," 2014 Meeting Papers 901, Society for Economic Dynamics.
    16. Chih‐Sheng Hsieh & Lung‐Fei Lee & Vincent Boucher, 2020. "Specification and estimation of network formation and network interaction models with the exponential probability distribution," Quantitative Economics, Econometric Society, vol. 11(4), pages 1349-1390, November.
    17. Yann Algan & Quoc-Anh Do & Nicolò Dalvit & Alexis Le Chapelain & Yves Zenou, 2015. "How Social Networks Shape Our Beliefs: A Natural Experiment among Future French Politicians," Working Papers hal-03459820, HAL.
    18. repec:spo:wpmain:info:hdl:2441/78vacv4udu92eq3fec89svm9uv is not listed on IDEAS
    19. Michael Bailey & Drew Johnston & Theresa Kuchler & Johannes Stroebel & Arlene Wong, 2022. "Peer Effects in Product Adoption," American Economic Journal: Applied Economics, American Economic Association, vol. 14(3), pages 488-526, July.
    20. Xiong, Hang & Payne, Diane & Kinsella, Stephen, 2016. "Peer effects in the diffusion of innovations: Theory and simulation," Journal of Behavioral and Experimental Economics (formerly The Journal of Socio-Economics), Elsevier, vol. 63(C), pages 1-13.
    21. Juan Camilo Serpa & Harish Krishnan, 2018. "The Impact of Supply Chains on Firm-Level Productivity," Management Science, INFORMS, vol. 64(2), pages 511-532, February.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:inm:ormksc:v:30:y:2011:i:2:p:217-223. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Chris Asher (email available below). General contact details of provider: https://edirc.repec.org/data/inforea.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.