The role of network centrality in the flow of consumer influence

Abstract

Abstract The authors find that a consumer's position in a social network is related to both opinion leadership and susceptibility to influence. Using two field network studies, the authors show that people see themselves as opinion leaders when they perceive that they are popular (i.e., central) in the network. However, these self‐assessments are sometimes at odds with the perceptions of the rest of the network. Counter‐intuitively, the authors demonstrate that consumers who are central in networks are quite susceptible to others' influences. The findings extend the field's knowledge by demonstrating how network centrality is associated with consumer influence.