<< What they discovered refutes Gladwell's (Malcolm Gladwell) concept that network position is always paramount. They found that in instances where there is even a small amount of advertising—even when it is just a quarter of a percent as strong as word-of-mouth—there's virtually no difference between the influence of the person at the center of a network and those further out on the string. >>
<< It's not that word-of-mouth doesn't matter—it's that nobody is particularly important for the word-of-mouth process, (..) What we saw is that when advertising doesn't exist, when advertising is exactly zero, it looks like whoever is Mr. Popular, whoever has the most central connections, really matters. And in that scenario, if you start with that person at the center of the network, like the leader of an organization or company, rather than the intern, then whatever you're selling gets an uptick. >> Gabriel Rossman.
Jessica Wolf. Forget what you think you know about viral marketing, study suggests. University of California, Los Angeles. Feb 25, 2021.
Gabriel Rossman, Jacob C. Fisher. Network hubs cease to be influential in the presence of low levels of advertising. PNAS. 118 (7) e2013391118. doi: 10.1073/ pnas.2013391118. Feb 16, 2021.
FonT
this could also occur in the generation of fake news ...
keyword "fake" in FonT
