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The role of network centrality in the flow of consumer influence
Author(s) -
Lee Seung Hwan Mark,
Cotte June,
Noseworthy Theodore J.
Publication year - 2010
Publication title -
journal of consumer psychology
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 4.433
H-Index - 110
eISSN - 1532-7663
pISSN - 1057-7408
DOI - 10.1016/j.jcps.2009.10.001
Subject(s) - centrality , odds , opinion leadership , psychology , perception , field (mathematics) , social psychology , social network (sociolinguistics) , position (finance) , advertising , public relations , business , computer science , social media , political science , mathematics , statistics , world wide web , logistic regression , finance , machine learning , neuroscience , pure mathematics
The authors find that a consumer's position in a social network is related to both opinion leadership and susceptibility to influence. Using two field network studies, the authors show that people see themselves as opinion leaders when they perceive that they are popular (i.e., central) in the network. However, these self‐assessments are sometimes at odds with the perceptions of the rest of the network. Counter‐intuitively, the authors demonstrate that consumers who are central in networks are quite susceptible to others' influences. The findings extend the field's knowledge by demonstrating how network centrality is associated with consumer influence.