The Role of Hubs in the Adoption Process
Abstract
The authors explore the role of hubs (people with an exceptionally large number of social ties) in diffusion and adoption. Using data on a large network with multiple adoptions, they identify two types of hubs—innovative and follower hubs. Contrary to recent arguments, hubs tend to adopt earlier in the diffusion process, even though they are not necessarily innovative. Although innovative hubs have a greater impact on the speed of the adoption process, follower hubs have a greater impact on market size (total number of adoptions). Importantly, a small sample of hubs offers accurate success versus failure predictions early in the diffusion process.
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The impact of network characteristics on the diffusion of innovations
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Networks for the commercialization of innovations: A review of how div...
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Influentials and Influence Mechanisms in New Product Diffusion: An Int...
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Possible suboptimal diffusions of technological innovations in cluster...
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Accounting for Word-of-Mouth Effects in Preference-Based Market Foreca...
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SuperedgeRank algorithm and its application in identifying opinion lea...
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Social Networks and New Product Choice
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Consumer Decision-making Processes in Mobile Viral Marketing Campaigns
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Awareness, persuasion, and adoption: Enriching the Bass model
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Role Identification of Social Networkers
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Forecasting Demand for Fashion Goods:A Hierarchical Bayesian Approach
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Simulating the Evolution of Market Shares: The Effects of Customer Lea...
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Viral Video Diffusion in a Fixed Social Network: An Agent-based Model
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The role of consumers' network positions on information-seeking behavi...
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New product adoption in social networks: Why direction matters
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A Study on the Formation Mechanism of Dissemination Force in Virtual S...
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Social Media Readiness in Public Administration - Developing a Researc...
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Lean on Diffusion Theory to Make Ideas-Communities Fly The Case of DAT...
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Design of Randomized Experiments in Networks
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Dynamic Pricing in Social Networks: The Word of Mouth Effect
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Predicting Social Influence Based on Dynamic Network Structures
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How to Develop WOM Marketing
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Virtual Communities in Marketing Processes
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The Role of Social Media in the Knowledge-Based Organizations
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The Effect of Sampling Promotion of a New Product
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How Peer Pressure Shapes Consensus, Leadership and Innovations in Soci...
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Improving Prelaunch Diffusion Forecasts: Using Synthetic Networks as S...
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Capturing the essence of word-of-mouth for social commerce: Assessing ...
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Managing Brands in the Social Media Environment
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Analysis and mining of online social networks: emerging trends and cha...
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Spreading the word through likes on Facebook
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When, Why, and How Controversy Causes Conversation
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Optimal Product-Sampling Strategies in Social Networks: How Many and W...
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マーケティングにおけるネットワーク分析の動向
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On information propagation in mobile call networks
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Social interactions in customer churn decisions: The impact of relatio...
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Engineering social contagions: Optimal network seeding in the presence...
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NO NEED FOR SPEED: MODELING TREND ADOPTION IN A HETEROGENEOUS POPULATI...
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Assessing the ripple effects of online opinion leaders with trust and ...
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New influentials: An exploratory study on blogs
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Difusión de productos a través de redes sociales: una revisión bibliog...
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Understanding Generation Y and their use of social media: a review and...
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Who will lead and who will follow: Identifikation einflussreicher Nutz...
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Who will lead and who will follow: Identifying Influential Users in On...
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Pre-release member participation as potential predictors of post-relea...
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Social Ties and User-Generated Content: Evidence from an Online Social...
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Social network activity and contributing to an online review site
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The Network Value of Products
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Targeting Revenue Leaders for a New Product
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Intrinsic vs. Image-Related Utility in Social Media: Why Do People Con...
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Optimal pricing for the growth of innovations with direct network exte...
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Decomposing the Value of Word-of-Mouth Seeding Programs: Acceleration ...
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Exploring associations between micro-level models of innovation diffus...
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The Motivations Of College Students’ Use Of Social Networking Sites In...
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Stochastic model of agent interaction with opinion leaders
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Residents’ engagement and local tourism governance in maturing beach d...
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Informative and Normative Effects Using a Selective Advertisement
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Hyperlinked actors in the global knowledge communities and diffusion o...
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Internet versus travel agencies...
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Defining, Measuring, and Managing Business Reference Value
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Der Wert von sozialen Strukturdaten aus ökonomischer Sicht
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Supporting Information Spread in a Social Internetworking Scenario
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Innovationen im Dialogmarketing
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Informative Value of Individual and Relational Data Compared Through B...
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Die Kommunikation orchestrieren
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The Agent-Based Diffusion Model: Simulating Informative and Normative ...
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Information Diffusion with Content Crossover in Online Social Media: A...
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Drivers of Social Media Rebroadcasting: Investigating the Role of Mess...
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Competing for Attention in Social Communication Markets
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Competing for Influencers in a Social Network
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The Value of Network Information
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Virtual Communities in Marketing Processes
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Two-Sided Markets and Social Media
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Using Social Network Data to Identify Key Influencers for Social CRM A...
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The Contribution of Social Simulation in the Advancement of Marketing ...
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The Influence of New Product Characteristics on Rate of Adoption...
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The referral backfire effect: The identity-threatening nature of refer...
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PHIS: A system for scouting potential hubs and for favoring their “gro...
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The Study on Relation and Structure of Social Network Service User's M...
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PromOTing Occupational Therapy: Words, Images, and Actions
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Antecedents of Early Adoption and Use of Social Media Networks for Sta...
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DISTRIBUTION OF PRODUCER SIZE IN GLOBALIZED MARKET
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The Quest for Content: How User-Generated Links can Facilitate Online ...
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Studying Diffusion of Viral Content at Dyadic Level
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Network Traces on Penetration: Uncovering Degree Distribution from Ado...
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Rising to Stardom: An Empirical Investigation of the Diffusion of User...
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Content Contributor Management and Network Effects in a UGC Environmen...
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What Makes Online Content Viral?
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Predicting customer churn through interpersonal influence
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MANAGING QUALITY AND NETWORK EFFECTS IN THE HIGH-TECH MARKET: THE CASE...
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Impact of social network structure on content propagation: A study usi...
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An approach to measuring influence and cognitive similarity in compute...
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From new-product development to commercialization through networks
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Studying Paths of Participation in Viral Diffusion Process
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Alternative supply chain production–sales policies for new product dif...
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Subgraph Sampling Methods for Social Networks: The Good, the Bad, and ...
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The Discontinuous Diffusion of User-Generated Content
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Long Term Savings Decisions: Inertia, Peer Effects and Ethnicity
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Influential Opinion Leaders
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Determinants of Microblogging and Sentiments Toward Brands on the Web
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Network Determinants of Knowledge Utilization...
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Seeding Strategies for Viral Marketing: An Empirical Comparison
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Social Effects on Customer Retention
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Entrepreneurial Marketing in Online-Netzwerken
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Winning strategies for innovation and high-technology products managem...
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Valuing customers for social network services
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The social embeddedness of decision making: opportunities and challeng...
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Agent-based modeling in marketing: Guidelines for rigor
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Creating Social Contagion Through Viral Product Design: A Randomized T...
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Network Effects and Personal Influences: The Diffusion of an Online So...
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Generalizations on consumer innovation adoption: A meta-analysis on dr...
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The influence of personality on active and passive use of social netwo...
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Knowledge transfer in intra-organization networks
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Two hearts in three-quarter time: How to waltz the social media/viral ...
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Network Structures and Online Technology Adoption
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A social network analysis of customer-level revenue distribution
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Ising-like agent-based technology diffusion model: Adoption patterns v...
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Opinion Leaders' Role in Innovation Diffusion: A Simulation Study
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Opinion Leadership and Social Contagion in New Product Diffusion
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Commentary—Identifying Social Influence: A Comment on Opinion Leadersh...
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Everyone's an influencer
-
Word-of-Mouth Effects on Social Networks
-
Diffusion und Adoption von Innovationen
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The interplay between psychometric and sociometric data and the willin...
-
Social Ties and User Generated Content: Evidence from an Online Social...
-
The Quest for Content: How User-Generated Links Can Facilitate Online ...
-
Content Contributor Management and Network Effects in a UGC Environmen...
-
Engineering Social Contagions: Optimal Network Seeding and Incentive S...
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Community Leaders or Entertainment Workers? Incentivizing Content Gene...
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A New Model for Estimating the Probability of Information Spreading wi...
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Social network use and personality
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Emotional Responses on Initial Exposure to a Hedonic or Utilitarian De...
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The Impact of Network Size and Financial Incentives on Adoption and Pa...
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Customer-to-Customer Interactions: Broadening the Scope of Word of Mou...
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Undervalued or Overvalued Customers: Capturing Total Customer Engageme...
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Analytics for Customer Engagement
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Business-Oriented Analysis of a Social Network of University Students:...
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Generative models for rapid information propagation
-
Evolving viral marketing strategies
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Innovation diffusion and new product growth models: A critical review ...
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Database Submission—The Evolving Social Network of Marketing Scholars
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Will It Spread or Not? The Effects of Social Influences and Network To...
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Stakeholder Analysis of a Platform and Ecosystem for Open Innovation i...
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Local Neighborhoods as Early Predictors of Innovation Adoption
-
Creating Social Contagion Through Viral Product Design: A Randomized T...
-
Zooming In: Self-Emergence of Movements in New Product Growth
-
Do Friends Influence Purchases in a Social Network?
-
Uncovering Social Network Structures through Penetration Data
-
Integrating the Social Network to Diffusion Model and Evaluation of th...
-
What Makes Online Content Viral?
-
Social Media Performance Measurement
-
Managing Brands Through Social Media
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