Influentials or Accidentals? - Investigating Interpersonal Influence in the Telecommunications Market

Sarah Macdonald

Sarah Macdonald investigates consumers’ propensity to influence and be influenced in the telecommunications market.

Influentials or Accidentals? Investigating Interpersonal Influence in the Telecommunications Market

Sarah Macdonald TNS Global

Advocates of influencer marketing usually divide consumers into two broad groups: the influential and the influenced. By identifying those individuals who are the most highly connected and influential, they hope to harness these individuals' capacity for spreading positive word of mouth about products and brands. But does it make sense to divide consumers in this way? Is influence a mere function of network size and connectivity or is it more complex than that? Do factors such as product knowledge, interest in a product category or...

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