Social Hubs: Do They Exist and What Is Their Role?

In this paper we present empirical findings on social hubs – individuals who maintain a large number of ties to other people – and their influence on the overall process of innovation adoption. We argue, somewhat contrary to recent suggestions, that social hubs adopt sooner than other people not because they are innovative but because they are exposed earlier to an innovation due to their multiple social links. We further distinguish between innovator and follower hubs and show that the first influence mainly the speed of the adoption in a network while the latter influence mainly the number of people that eventually adopt the innovation.


Jacob Goldenberg, Donald Lehmann, and Sangman Han (2009) ,"Social Hubs: Do They Exist and What Is Their Role?", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 36-37.


Jacob Goldenberg, Hebrew University, Israel
Donald Lehmann, Columbia University, USA
Sangman Han, Sungkyunkwan University, Korea


NA - Advances in Consumer Research Volume 36 | 2009

Share Proceeding

Featured papers

See More


Stigmatization of a Cultural Ritual

Ingeborg Astrid Kleppe, Norwegian School of Economics and Business Administration, Norway
Natalia Maehle, Western Norway University of Applied Sciences
Cele Otnes, University of Illinois at Urbana-Champaign, USA

Read More


Beyond Subjectivity: Competing Governance Regimes and the Socio-Material Construction of Rational Consumer Action

Lena Pellandini-Simanyi, Università della Svizzera Italiana

Read More


The Upside of Incompetence: How Discounting Luxury Affects Retailer Price Image

Karen Wallach, Emory University, USA
Ryan Hamilton, Emory University, USA
morgan k ward, Emory University, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.