Opinion Leadership and Social Contagion in New Product Diffusion

1,068 citations recorded by the source corpus.

How researchers see this paper

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

Group-Buying Deal Popularity (2014, background): “That is, the act of successfully referring deals to others can boost a focal consumer’s own susceptibility to social influence and OL (Berger and Schwartz 2011; Iyengar, Van den Bulte, and Valente 2011).”
Seeding Strategies for Viral Marketing: An Empirical Comparison (2011, background): “Iyengar, Van den Bulte, and Valente (2011) ﬁnd that hubs are more likely to be heavy users and that, therefore, their inﬂu-ence is more effective, because they act in accordance with their own recommendations (e.g., by making heavy use of the innovation).”
Peer Effects in the Diffusion of Solar Photovoltaic Panels (2012, background): “(2010) and Iyengar et al. (2011) use self reported measures of social interaction.”
The structure of online diffusion networks (2012, background): “Although this assumption is entirely plausible, empirical diffusion research has historically relied on aggregate data, such as cumulative adoption curves [Coleman et al. 1957; Bass 1969; Young 2009; Iyengar et al. 2010], which reveal only the total number of adopters at any given time.”