Who or what really influences word of mouth trends?

This article discusses word-of-mouth trends, and how they work. The theory behind Malcolm Gladwell's The Tipping Point is that social epidemics are spread by a few exceptionally influential people, has appealed to marketers.

Who or what really influences word of mouth trends?

Alain Samson and Justin Kirby

A few years ago, Malcolm Gladwell wrote about the law of the few in The Tipping Point(1). Social epidemics (where messages or behaviours reproduce at an exponential rate), he...

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