Influential peoples play a central role in marketing and diffusion research as minority of individuals influence a unique number of their peers in forming public opinion. According to Watts and Dodds (1244) who examined the idea of “influentials hypothesis,” with series of computer simulations of interpersonal influence processes, they find that large cascades of influence are driven not by influentials but by a critical mass of easily influenced individuals. For example-
.While their results do not exclude the possibility that influential can be important; they suggest that the influentials hypothesis requires more careful specification and testing.
Studies by Katz et al. (1940, 1950s and1968) formulated an innovative theory involving the
.While their results do not exclude the possibility that influential can be important; they suggest that the influentials hypothesis requires more careful specification and testing.
Studies by Katz et al. (1940, 1950s and1968) formulated an innovative theory involving the