We apply a strategic multiplexity perspective to analyze how the simultaneous consideration of multiple types of ties in a network can sharpen our understanding of innovation diffusion in that network. While prior research suggests that multiplex ties increase information flow and thereby facilitate innovation uptake in networks, this prediction may not hold when conflicts exist among some of these ties.…Read More
This study evaluates how having multiple kinds of relations – multiplexity – affects diffusion by word-of-mouth information transmission. The study uses data from a field experiment in 49 remote villages in Karnataka, India.…Read More
Existing research on the diffusion of innovations has focused on the benefits of using central influencers to trigger adoption cascades in networks. Yet, prior work has not examined how influencers’ role complexity moderates these benefits. …Read More
