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

Author

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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)

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.

Suggested Citation

  • 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.
    • Handle: RePEc:inm:ormksc:v:30:y:2011:i:2:p:230-232
    DOI: 10.1287/mksc.1100.0614
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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. 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.
    3. 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.
    4. 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.
    5. Christophe Van den Bulte & Stefan Stremersch, 2004. "Social Contagion and Income Heterogeneity in New Product Diffusion: A Meta-Analytic Test," Marketing Science, INFORMS, vol. 23(4), pages 530-544, July.
    6. Nicholas A. Christakis & James H. Fowler, 2011. "Commentary--Contagion in Prescribing Behavior Among Networks of Doctors," Marketing Science, INFORMS, vol. 30(2), pages 213-216, 03-04.
    7. van den Bulte, C. & Stremersch, S., 2003. "Contagion and heterogeneity in new product diffusion: An emperical test," ERIM Report Series Research in Management ERS-2003-077-MKT, Erasmus Research Institute of Management (ERIM), ERIM is the joint research institute of the Rotterdam School of Management, Erasmus University and the Erasmus School of Economics (ESE) at Erasmus University Rotterdam.
    8. 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.
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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. Cuhadaroglu, Tugce, 2015. "Choosing on Influence," 2007 Annual Meeting, July 29-August 1, 2007, Portland, Oregon TN 2015-59, American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association).
    3. Haoyan Sun & Ming Fan & Yong Tan, 2020. "An Empirical Analysis of Seller Advertising Strategies in an Online Marketplace," Information Systems Research, INFORMS, vol. 31(1), pages 37-56, March.
    4. Tugce Cuhadaroglu, 2015. "Choosing on Influence," Discussion Paper Series, School of Economics and Finance 201504, School of Economics and Finance, University of St Andrews.
    5. Eskreis-Winkler, Lauren & Fishbach, Ayelet, 2020. "Hidden failures," Organizational Behavior and Human Decision Processes, Elsevier, vol. 157(C), pages 57-67.
    6. Cuhadaroglu, Tugce, 2015. "Choosing on Influence," SIRE Discussion Papers 2015-59, Scottish Institute for Research in Economics (SIRE).

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