Reconsidering Models of Influence: The Relationship between Consumer Social Networks and Word-of-Mouth Effectiveness

  title={Reconsidering Models of Influence: The Relationship between Consumer Social Networks and Word-of-Mouth Effectiveness},
  author={Ted Smith and James R. Coyle and Elizabeth Lightfoot and Amy Scott},
  journal={Journal of Advertising Research},
  pages={387 - 397}
ABSTRACT In today's fragmented media landscape, generating positive word of mouth (WOM) among consumers has become an important tool for marketers. Marketers are challenged with identifying influential individuals in social networks and connecting with them in ways that encourage WOM message movement. In this article, we explore the nature of social networks, their role in influence, and the characteristics of the most influential individuals. We also examine the characteristics of viral… 

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