Strong ties versus weak ties in word-of-mouth marketing
نویسندگان
چکیده
منابع مشابه
Ties, Weak and Strong
The members of every community can be thought of as linked by a network of one-to-one ties between people who are related to one another as friends, neighbors, relatives, or coworkers. The distance between any two people is the minimum number of steps through ties in the network needed to go from one to the other. A common and unusual characteristic of communities is that these distances are no...
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Social networks transmitting covert or sensitive information cannot use all ties for this purpose. Rather, they can only use a subset of ties that are strong enough to be “trusted”. This paper addresses whether is it still possible, under this restriction, for information to be transmitted widely and rapidly in social networks. We use transitivity as evidence of strong ties, requiring one or mo...
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ژورنال
عنوان ژورنال: BRQ Business Research Quarterly
سال: 2019
ISSN: 2340-9436
DOI: 10.1016/j.brq.2018.10.004