UNDERSTANDING INFLUENCE COMMUNITIES:
ANALYZING, MEASURING AND ACCELERATING WORD
OF MOUTH COMMUNICATION
An Informative White Paper
ABSTRACT
An Internet survey of 2,000 respondents between the ages of 18 and 55
examined the impact of communication style and social connection on the
types of recommendation behaviors one would expect of an ‘opinion
leader’, ‘trendsetter’, or ‘influencer’ as they are defined in discussions of
viral or word of mouth marketing campaigns. In addition to the typical