Abstract

Jacob Goldenberg, Sangman Han, and Donald Lehmann discuss the critical role of "social hubs" in social systems (i.e., individuals with an exceptionally large number of social ties). They point to the importance of identifying such social hubs for accelerating the diffusion of products.

Citation

Lehmann, Donald, Jacob Goldenberg, and Sangman Han. "Social Connectivity, Opinion Leadership, and Diffusion." In The Connected Customer. Ed. Stefan Wuyts, Marnik Dekimpe, Els Gijsbrechts, and Rik Pieters. New York: Taylor and Francis Group, 2010.

Each author name for a Columbia Business School faculty member is linked to a faculty research page, which lists additional publications by that faculty member.

Each topic is linked to an index of publications on that topic.