Talk of the Network: A Complex Systems Look at the Underlying Process of Word-of-MouthCoauthor(s): Barak Libai, Eitan Muller.
Though word-of-mouth (w-o-m) communications is a pervasive and intriguing phenomenon, little is known on its underlying process of personal communications. Moreover as marketers are getting more interested in harnessing the power of w-o-m, for e-business and other net related activities, the effects of the different communications types on macro level marketing is becoming critical. In particular we are interested in the breakdown of the personal communication between closer and stronger communications that are within an individual's own personal group (strong ties) and weaker and less personal communications that an individual makes with a wide set of other acquaintances and colleagues (weak ties).
We use a technique borrowed from Complex Systems Analysis called stochastic cellular automata in order to generate data and analyze the results so that answers to our main research issues could be ascertained. The following summarizes the impact of strong and weak ties on the speed of acceptance of a new product:
Source: Marketing Letters
Goldenberg, Jacob, Barak Libai, and Eitan Muller. "Talk of the Network: A Complex Systems Look at the Underlying Process of Word-of-Mouth." Marketing Letters 12, no. 3 (August 2001): 211-223.
Date: 8 2001