The Role of Hubs in the Adoption Process

By Jacob Goldenberg, Sangman Han, Donald R. Lehmann, Jaewon Hong. 2009

798 citations recorded by the source corpus.

Subfields: Management Science and Operations Research, Media Technology, Strategy and Management

View Paper: https://www.semanticscholar.org/paper/776bb693858ae48527517ea123eb85022c6b2197

How researchers see this paper

The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.

In Management Science and Operations Research

In Media Technology

In Strategy and Management

Citations in the corpus

Creating Social Contagion through Viral Product Design: A Randomized Trial of Peer Influence in Networks (2011, neutral): “The effectiveness of such viral product design strategies have yet to be examined or causally estimated.”
When, Why, and How Controversy Causes Conversation (2013, neutral): “It impacts the products consumers buy, the books they read, and the websites they join (Chevalier and Mayzlin 2006; Godes and Mayzlin 2009; Goldenberg et al. 2009; Leskovec, Adamic, and Huberman 2007; Trusov et al. 2009).”
Opinion Leadership and Social Contagion in New Product Diffusion (2011, background): “Whereas many studies have reported evidence that one of these two measures of opinion leadership is associated with early adoption, others have found no effect (e.g., Goldenberg et al. 2009, Van den Bulte and Lilien 2001) or even negative effects (Becker 1970, Leonard-Barton 1985).”
A Thematic Exploration of Digital, Social Media, and Mobile Marketing: Research Evolution from 2000 to 2015 and an Agenda for Future Inquiry (2016, methodology): “Recall that articles such as Chevalier and Mayzlin (2006); Goldenberg et al. (2009); Katona and Sarvary (2008); Stephen and Toubia (2010); Trusov, Bucklin, and Pauwels (2009); and Villanueva, Yoo, and Hanssens (2008) were offering perspectives on how “ connected consumers ” and social media –…”
Generalizations on Consumer Innovation Adoption: A Meta-Analysis on Drivers of Intention and Behavior (2011, background): “Research by Goldenberg et al. (2009) suggests that “social hubs appear to adopt earlier because of their larger number of connections rather than innate innovativeness” (p.”
Examining drivers of sustainable consumption : the influence of norms and opinion leadership on electric vehicle adoption in Sweden (2017, background): “The definition of opinion leaders is that they to a higher degree than others influence the attitudes and actions of others and thereby are important in diffusing innovations in a social system (Goldenberg et al., 2009; Rogers, 2003; Ruvio and Shoham, 2007; Shoham and Ruvio, 2008).”
Innovation diffusion and new product growth models: A critical review and research directions (2010, background): “…(Goldenberg, Libai, Muller & Moldovan, 2007), intrinsic consumer innovativeness (Goldenberg, Libai & Muller, 2002), presence of heavy users and connectors (Kumar, Petersen & Leone, 2007), and individual roles in the social network — that is, hubs, connectors, and experts (Goldenberg et al., 2009).”
Peer Effects in Product Adoption (2019, background): “Identifying characteristics of socially influential individuals is an important exercise for marketing researchers and practitioners; “influencer campaigns” are now an integral part of most consumer marketing strategies (see Brown and Hayes, 2008; Ferguson, 2008; Tucker, 2008; Goldenberg et al., 200”
Detecting, Preventing, and Mitigating Online Firestorms in Brand Communities (2019, background): “Certainly, the potential of well-connected customers to influence others in a brand community is likely to be stronger than the potential of less connected members in the same community (Goldenberg et al. 2009).”
The Influence of Personality on Active and Passive Use of Social Networking Sites (2011, methodology): “A snowball sampling method was utilized that relies on referrals from initial subjects to generate additional subjects (Goldenberg et al., 2009).”
The Simple Rules of Social Contagion (2013, neutral): “A large volume of incoming information, which scales with the number of friends a user follows as n 1 .”