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

Authors:
Raghuram Iyengar;Christophe Van den Bulte;Thomas W. Valente
Affiliations:
The Wharton School of the University of Pennsylvania, Philadelphia, Pennsylvania 19104;The Wharton School of the University of Pennsylvania, Philadelphia, Pennsylvania 19104;Keck School of Medicine, University of Southern California, Los Angeles, California 90089
Venue:
Marketing Science
Year:
2011

Citing 6
Cited 1

Social Contagion and Income Heterogeneity in New Product Diffusion: A Meta-Analytic Test

Marketing Science
Firm-Created Word-of-Mouth Communication: Evidence from a Field Test

Marketing Science
Opinion Leadership and Social Contagion in New Product Diffusion

Marketing Science
Commentary---Contagion in Prescribing Behavior Among Networks of Doctors

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

Marketing Science
Commentary---Invited Comment on “Opinion Leadership and Social Contagion in New Product Diffusion”

Marketing Science

Maximizing the performance of advertisements diffusion: A simulation study of the dynamics of viral advertising in social networks

Simulation

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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.