Opinion Leadership and Social Contagion in New Product Diffusion
Opinion Leadership and Social Contagion in New Product Diffusion
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DOI：
10.1287/mksc.1100.0566
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发表时间：
2011-03-01
影响因子：
5
通讯作者：
Valente, Thomas W.
中科院分区：
文献类型：
--
作者：
Iyengar, Raghuram;Van den Bulte, Christophe;Valente, Thomas W.
我们研究了社交网络中的意见领导和社会传染如何影响新产品的采用。与早期的研究相比，我们发现了通过网络关系进行传染的证据，即使在控制了营销努力和任意的系统范围内的变化之后。更重要的是，我们还发现，感染的数量是缓和的收件人的看法，他们的意见领袖和来源的产品使用量。另一个关键发现是，社会测量和自我报告的领导措施是弱相关的，并与不同类型的收养相关行为，这表明他们可能捕获不同的结构。我们讨论了这些新的发现扩散理论和研究和营销实践的影响。
We study how opinion leadership and social contagion within social networks affect the adoption of a new product. In contrast to earlier studies, we find evidence of contagion operating over network ties, even after controlling for marketing effort and arbitrary systemwide changes. More importantly, we also find that the amount of contagion is moderated by both the recipients' perception of their opinion leadership and the sources' volume of product usage. The other key finding is that sociometric and self-reported measures of leadership are weakly correlated and associated with different kinds of adoption-related behaviors, which suggests that they probably capture different constructs. We discuss the implications of these novel findings for diffusion theory and research and for marketing practice.