Driving Diffusion How Social Networks, Sender Motives, and Item Characteristics Shape Social Epidemics

Jonah Berger, University of Pennsylvania, USA
Ezgi Akpinar, Erasmus University Rotterdam, The Netherlands
[ to cite ]:
Jonah Berger and Ezgi Akpinar (2012) ,"Driving Diffusion How Social Networks, Sender Motives, and Item Characteristics Shape Social Epidemics", in NA - Advances in Consumer Research Volume 40, eds. Zeynep G├╝rhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 232-235.