The Effects of Word-of-Mouth: An Agent-Based Simulation of Interpersonal Influence in Social Networks
نویسندگان
چکیده
A recent article by Watts and Dodds raises the question of whether or not the spread of information and change of opinions in a social network depend on the existence of “influentials.” We have developed a software simulation platform to analyze the impact of word-of-mouth and social networks on marketing and advertising. We use our simulation platform to test the relative impact of the structure of a social network and the nature of individuals within that network. Our results show that Watts’ conclusions are only partly correct, and depend heavily on assumptions and on characteristics of the social network.
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