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New research led by Wharton marketing professors Raghuram Iyengar and Christophe Van den Bulte, working with University of Southern California preventive medicine professor Thomas W. Valente, has found that traditional targets may not be as influential as previously thought. The study indicates that the spread of a product by word-of-mouth — what the authors call “contagion” — can and does happen over social networks. The study also indicates that marketers may need to re-think whom they identify as the best seeding points in their word-of-mouth campaigns

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