A Replication and Extension of Goldenberg, Libai & Muller: A Complex Systems Look at the Underlying Process of Word-of-Mouth
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Goldenberg, Libai & Muller (2001) achieved two outcomes: empirical support for a fundamental theory of communications, known as the "Strength of weak ties" (Granovetter 1973), and an explication of small-worlds simulations in marketing. Where Goldenberg et al found that weak-ties had as much or more effect on information dissemination than did strong ties, a near-exact replication, reported in this paper, found that weak-ties had less than one third of the influence of strong-ties. An exact replication and extension, to be presented at the conference and under review with the same journal as the Goldenberg study, leads us to be sceptical of the original findings.
ANZMAC 2007 Conference Proceedings
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