Research Recaps

Opinion Leaders or Opinion Followers? The Effect of Centrality on Susceptibility to Group Influence

Key Takeway

Marketers should adjust their expectations of the social influence of consumers with a large number of ties. Sometimes, social influencers want to be opinion followers rather than leaders. To harness their potential as brand influencers, marketers may need to underline the fit between the brand’s traits and the community’s values.

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