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

Sinan Aral
Sinan Aral
[email protected]
Leonard N. Stern School of Business, New York University, New York, New York 10012
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Leonard N. Stern School of Business, New York University, New York, New York 10012

Published Online:10 Dec 2010https://doi.org/10.1287/mksc.1100.0596

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.

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Volume 30, Issue 2

March-April 2011

Pages 195-388

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Received:June 01, 2010
Accepted:June 01, 2010
Published Online:December 10, 2010

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Sinan Aral, (2010) Commentary—Identifying Social Influence: A Comment on Opinion Leadership and Social Contagion in New Product Diffusion. Marketing Science 30(2):217-223.

https://doi.org/10.1287/mksc.1100.0596

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

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