In the "two step" model of marketing, well-connected Influentials amplify a trend by relaying media messages out to the social periphery. Marketers can therefore focus on the few as a way of reaching the many.
Watts's theory says the emergence of a trend depends not on Influentials, but on the susceptibility of the public to the "virus." Social-network effects are so complex, he says, that trends are basically random.
Related Stories: | Topics:Innovation, Technology, Work/Life, e-commerce, Sales and Marketing, Communication Tools, Business, Marketing |
Recent Comments | 6 Total
February 29, 2008 at 5:18am by miro slodki
Where is the article????
if anyone finds it
look me up in this community and let me know
Miro Slodki