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Understanding influence in social media

How does social influence work in the current world of social media? This presentation delves into the idea of what is social influence and how we can see influence at work online. It explores what an influencer is, and the different kinds of influence they can exert.

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Understanding
influence in
social media
Francesco D’Orazio, Research Director, Face, @abc3d

AQR, London, 5 September 2011




                                                       © 2010 Thomas Doyle
In 1958 Herbert Kelman identified three
broad varieties of social influence:"

compliance appear to agree with others, but
actually keep dissenting opinions private   "




identification influenced by someone who is
liked and respected   "




internalization accept a belief or behavior and
agree both publicly and privately
                                                © 2010 Thomas Doyle
Our need to be right
Informational social Influence"

Our need to be liked
Normative social influence




                                 © 2010 Thomas Doyle
The Asch Conformity Experiments
Understanding influence in social media
The classical definition of social influence focuses
more on the the many influencing the one

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