Influentials, Networks, and Public Opinion Formation

@article{Watts2007InfluentialsNA,
  title={Influentials, Networks, and Public Opinion Formation},
  author={Duncan J. Watts and Peter Sheridan Dodds},
  journal={Journal of Consumer Research},
  year={2007},
  volume={34},
  pages={441-458}
}
A central idea in marketing and diffusion research is that influentials—a minority of individuals who influence an exceptional number of their peers—are important to the formation of public opinion. Here we examine this idea, which we call the “influentials hypothesis,” using a series of computer simulations of interpersonal influence processes. Under most conditions that we consider, we find that large cascades of influence are driven not by influentials but by a critical mass of easily… 
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