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How Social Network and Opinion Leaders Affect the Adoption of New Products Cover

How Social Network and Opinion Leaders Affect the Adoption of New Products

Open Access
|Jul 2014

References

  1. Godes, David and Dina Mayzlin (2009), “Firm-Created Word-of-Mouth Communication: Evidence from a Field Test”, Marketing Science, 28, pp. 721 - 739.10.1287/mksc.1080.0444
  2. Van den Bulte, Christophe and Gary L. Lilien (2001), “Medical Innovation Revisited: Social Contagion Versus Marketing Effort”, American Journal of Sociology, 106, pp. 1409 - 1435.10.1086/320819
  3. Van den Bulte, Christophe and Stefan Wuyts (2007), Social Networks and Marketing. Cambridge, MA: Marketing Science Institute.
  4. Watts, Duncan J. and Peter Sheridan Dodds (2007), “Influentials, Networks, and Public Opinion Formation”, Journal of Consumer Research, 34, pp. 441 - 458.10.1086/518527
  5. Weimann, Gabriel (1994), The Influentials: People who Influence People, Albany, NY: State University of New York Press.
Language: English
Page range: 16 - 25
Published on: Jul 19, 2014
Published by: Nuremberg Institute for Market Decisions
In partnership with: Paradigm Publishing Services
Publication frequency: 2 issues per year

© 2014 Raghuram Iyengar, Christophe Van den Bulte, John Eichert, Bruce West, published by Nuremberg Institute for Market Decisions
This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.