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

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

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Article ID: iaor20113945
Volume: 30
Issue: 2
Start Page Number: 217
End Page Number: 223
Publication Date: Mar 2011
Journal: Marketing Science
Authors:
Keywords: social
Abstract:

I suggest 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.

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