The networks literature examining the diffusion of complex innovations by social contagion has focused on the benefits of “multiplex” (or “wide”) ties in these processes. Multiplex ties span different types of networks to create inter-connectivity across subgraphs within a community. …Read More
Word-of-mouth testimonials from consumers are effective in driving online sales. But these signals are even more powerful in communities where people have closer ties and trust each other, according to new research by Wharton marketing professor David Bell and Jae Lee. …Read More
“Social learning” can occur when information is transferred from existing customers to potential customers. It is especially important in cases where the information that is conveyed pertains to experience attributes, i.e., attributes of products that cannot be fully verified prior to the first purchase.…Read More
