“Hidden social clusters” are often best placed to spread complex ideas | WARC | The Feed
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“Hidden social clusters” are often best placed to spread complex ideas
Popular online influencers can help promote simple, uncontroversial messages, but when people are uncertain about a new idea, “hidden social clusters” with fewer contacts and little obvious clout have more influence over the consumer response.
This is according to a recent study, entitled Topological measures for identifying and predicting the spread of complex contagions, which was published in Nature Communications by Douglas Guilbeault (UC Berkeley) and Damon Centola (Annenberg School for Communication at the University of Pennsylvania).
Why it matters
It has long been assumed that when brands have a product to promote or an idea...
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