A Replication and extension of Goldenberg, Libai & Muller

a complex systems look at the underlying process of word-of-mouth

Research output: Chapter in Book/Report/Conference proceedingConference proceeding contribution

Abstract

Goldenberg, Libai & Muller (2001) achieved two outcomes: empirical support for a fundamental theory of communications, known as the “strength of weak ties” (Granovetter 1973), and an explication of small-worlds simulations in marketing. Where Goldenberg et al found that weak-ties had as much or more effect on information dissemination than did strong ties, a near-exact replication, reported in this paper, found that weak-ties had less than one third of the influence of strong-ties. An exact replication and extension, to be presented at the conference and under review with the same journal as the Goldenberg study, leads us to be sceptical of the original findings.
Original languageEnglish
Title of host publicationANZMAC 2007
Subtitle of host publicationproceedings : 3Rs - reputation, responsibility and relevance
EditorsMaree Thyne, Kenneth R. Deans, Juergen Gnoth
Place of PublicationDunedin, NZ
PublisherAustralian and New Zealand Marketing Academy
Pages173-179
Number of pages7
ISBN (Print)9781877156299
Publication statusPublished - 2007
Externally publishedYes
EventAustralian and New Zealand Marketing Academy Conference (2007) - Dunedin, New Zealand
Duration: 3 Dec 20075 Dec 2007

Conference

ConferenceAustralian and New Zealand Marketing Academy Conference (2007)
CityDunedin, New Zealand
Period3/12/075/12/07

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  • Cite this

    Winzar, H. (2007). A Replication and extension of Goldenberg, Libai & Muller: a complex systems look at the underlying process of word-of-mouth. In M. Thyne, K. R. Deans, & J. Gnoth (Eds.), ANZMAC 2007: proceedings : 3Rs - reputation, responsibility and relevance (pp. 173-179). Dunedin, NZ: Australian and New Zealand Marketing Academy.