Connections: A Smarter Way to Target Influencers
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Abstract
Jacob Goldenberg, Andreas Lanz, Florian Stahl, and Daniel Shapira show that managers and creators who build ties with nearby, low-status influencers outperform those who cultivate high-status influencers. This efficient means of expanding audiences uses the existing dynamics of social networks.
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Authors: Jacob Goldenberg, Andreas Lanz, Florian Stahl, Daniel Shapira
Institutions: University of Basel, Ben-Gurion University of the Negev, University of Mannheim, Kingdom University, Technische Hochschule Mannheim