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

Authors:
Sinan Aral
Affiliations:
Leonard N. Stern School of Business, New York University, New York, New York 10012
Venue:
Marketing Science
Year:
2011

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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.