Christophe Van den Bulte, University of Pennsylvania
In this session, Christophe Van den Bulte will make the case that online ties and peer influence are not quite as important for driving sales as marketing professionals are often made to believe. Based on empirical research, he will offer a checklist for when peer influence is (not) likely to matter in driving sales, and he will describe how marketers can leverage a different network phenomenon to boost their marketing ROI: homophily (or “birds of a feather flock together”). He will offer examples of two collaborative projects where companies showed quantified benefits of leveraging homophily in networks. Part of the session will be an interactive exercise.
Related ConferenceSep 22 – 23, 2016
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