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.
|Title of host publication||ANZMAC 2007|
|Subtitle of host publication||proceedings : 3Rs - reputation, responsibility and relevance|
|Editors||Maree Thyne, Kenneth R. Deans, Juergen Gnoth|
|Place of Publication||Dunedin, NZ|
|Publisher||Australian and New Zealand Marketing Academy|
|Number of pages||7|
|Publication status||Published - 2007|
|Event||Australian and New Zealand Marketing Academy Conference (2007) - Dunedin, New Zealand|
Duration: 3 Dec 2007 → 5 Dec 2007
|Conference||Australian and New Zealand Marketing Academy Conference (2007)|
|City||Dunedin, New Zealand|
|Period||3/12/07 → 5/12/07|
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.