Opinion Leadership and Social Contagion in New Product Diffusion

Raghuram Iyengar, University of Pennsylvania, USA
Thomas Valente, University of Southern California, USA
Christophe Van den Bulte, University of Pennsylvania, USA
We study the adoption of a new drug and address three research questions. First, is there social contagion over social ties such that better connected adopters exert more influence than less connected ones, over and above the effect of marketing efforts and system-wide time-varying influences? Second, to what extent does sociometric and self-reported opinion leadership overlap, and do they have the same influence on the time of adoption? Finally, is contagion a function of prior adopters’ product usage, i.e., is their social influence affected by their usage status or volume rather than simply by their having tried the product?
[ to cite ]:
Raghuram Iyengar, Thomas Valente, and Christophe Van den Bulte (2009) ,"Opinion Leadership and Social Contagion in New Product Diffusion", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 36-37.