May 19, 2015
Overall, the ability to influence a large number of individuals, the minimal effort required to make influence attempts, and the flexibility to deploy a variety of influence strategies through information technologies are a potent combination making influence in online social networks considerably more compelling and pervasive than in conventional interpersonal interactions. (301)
Subramani M.R. & Rajagopalan B. 2003. Knowledge-Sharing and Influence in Online Social Networks via Viral Marketing. Communications of the ACM 46/12: 300-307.
