A Replication and extension of Goldenberg, Libai & Muller: a complex systems look at the underlying process of word-of-mouth

Hume Winzar

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 proceeding › Conference proceeding contribution › peer-review

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 language	English
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
Pages	173-179
Number of pages	7
ISBN (Print)	9781877156299
Publication status	Published - 2007
Externally published	Yes
Event	Australian and New Zealand Marketing Academy Conference (2007) - Dunedin, New Zealand Duration: 3 Dec 2007 → 5 Dec 2007

Conference

Conference	Australian and New Zealand Marketing Academy Conference (2007)
City	Dunedin, New Zealand
Period	3/12/07 → 5/12/07

Cite this

@inproceedings{d469b043c4e141c7a6ba909b336e2777,

title = "A Replication and extension of Goldenberg, Libai \& Muller: a complex systems look at the underlying process of word-of-mouth",

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.",

author = "Hume Winzar",

year = "2007",

language = "English",

isbn = "9781877156299",

pages = "173--179",

editor = "Maree Thyne and Deans, \{Kenneth R.\} and Juergen Gnoth",

booktitle = "ANZMAC 2007",

publisher = "Australian and New Zealand Marketing Academy",

note = "Australian and New Zealand Marketing Academy Conference (2007) ; Conference date: 03-12-2007 Through 05-12-2007",

}

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, KR Deans & J Gnoth (eds), ANZMAC 2007: proceedings : 3Rs - reputation, responsibility and relevance. Australian and New Zealand Marketing Academy, Dunedin, NZ, pp. 173-179, Australian and New Zealand Marketing Academy Conference (2007), Dunedin, New Zealand, 3/12/07.

A Replication and extension of Goldenberg, Libai & Muller: a complex systems look at the underlying process of word-of-mouth. / Winzar, Hume.
ANZMAC 2007: proceedings : 3Rs - reputation, responsibility and relevance. ed. / Maree Thyne; Kenneth R. Deans; Juergen Gnoth. Dunedin, NZ: Australian and New Zealand Marketing Academy, 2007. p. 173-179.

Research output: Chapter in Book/Report/Conference proceeding › Conference proceeding contribution › peer-review

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T2 - Australian and New Zealand Marketing Academy Conference (2007)

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N2 - 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.

AB - 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.

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BT - ANZMAC 2007

A2 - Thyne, Maree

A2 - Deans, Kenneth R.

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PB - Australian and New Zealand Marketing Academy

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ER -

A Replication and extension of Goldenberg, Libai & Muller: a complex systems look at the underlying process of word-of-mouth

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