Commentary—Invited Comment on “Opinion Leadership and Social Contagion in New Product Diffusion”

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AboutSectionsView PDF ToolsAdd to favoritesDownload CitationsTrack CitationsPermissionsReprints ShareShare onFacebookTwitterLinked InEmail Go to Section HomeMarketing ScienceVol. 30, No. 2 Commentary—Invited Comment on “Opinion Leadership and Social Contagion in New Product Diffusion”David GodesDavid GodesPublished Online:10 Dec 2010https://doi.org/10.1287/mksc.1100.0605 Previous Back to Top Next FiguresReferencesRelatedInformationCited byImpacts of normative and hedonic motivations on continuous knowledge contribution in virtual community: the moderating effect of past contribution experience10 February 2023 | Information Technology & People, Vol. 22Relationships among immigrant consumers' cultural orientation, innovativeness and opinion leadership15 November 2021 | International Marketing Review, Vol. ahead-of-print, No. ahead-of-printConsumer susceptibility to social influence in new product diffusion networks: how does network location matter?31 December 2020 | European Journal of Marketing, Vol. 55, No. 5Social Media Firm Specific Advantages as Enablers of Network Embeddedness of International Entrepreneurial VenturesJournal of World Business, Vol. 56, No. 3Leaders that bind: the role of network position and network density in opinion leaders' responsiveness to social influenceAsia Pacific Journal of Marketing and Logistics, Vol. ahead-of-print, No. ahead-of-printCreating Social Contagion Through Firm-Mediated Message Design: Evidence from a Randomized Field ExperimentTianshu Sun, Siva Viswanathan, Elena Zheleva5 August 2020 | Management Science, Vol. 67, No. 2Improving the value of the retailer brand through social media equity18 April 2020 | Journal of Brand Management, Vol. 27, No. 5Social interactions impact on product and service development27 July 2020 | Proceedings of the International Conference on Business Excellence, Vol. 14, No. 1Who is tech savvy? 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Goldstein24 October 2013 | Marketing Science, Vol. 33, No. 1Creating Social Contagion Through Firm Mediated Message Design: Evidence from a Randomized Field ExperimentSSRN Electronic Journal, Vol. 106Leveraging Peer-to-Peer Networks in Pharmaceutical Marketing26 October 2013Research Commentary —Information in Digital, Economic, and Social NetworksInformation Systems Research, Vol. 24, No. 4Rejoinder—Further Reflections on Studying Social Influence in New Product DiffusionRaghuram Iyengar, Christophe Van den Bulte, Thomas W. Valente, 10 December 2010 | Marketing Science, Vol. 30, No. 2Marketing on Tumblr Volume 30, Issue 2March-April 2011Pages 195-388 Article Information Metrics Information Received:June 24, 2010Accepted:June 27, 2010Published Online:December 10, 2010 Copyright © 2011, INFORMSCite asDavid Godes, (2010) Commentary—Invited Comment on “Opinion Leadership and Social Contagion in New Product Diffusion”. Marketing Science 30(2):224-229. https://doi.org/10.1287/mksc.1100.0605 Keywordsdiffusion of innovationsopinion leadershipsocial contagionsocial networksPDF download