Invited Comment on "Opinion Leadership and Social Contagion in New Product Diffusion."

Godes, David
March 2011
Marketing Science;Mar/Apr2011, Vol. 30 Issue 2, p224
Academic Journal
The author comments on the article "Opinion Leadership and Social Contagion in New Product Diffusion" by Iyengar, Van den Bulte, and Valente (IBV). He suggests that IBV's paper will contribute to word-of-mouth (WOM) marketing. He states that social contagion exists but that it is unclear in this context if the distinct results are due to the product domain risk or to other factors. He comments on the influence of customers on product adoption and questions why heavy users have increased influence. He talks about the ability of companies to influence WOM marketing and social networks.


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