In GigaOM.
"Marketers have long believed that some customers have a disproportionate influence on others when it comes to purchase decisions, and they have tried different strategies to identify and target those customers. Indeed McKinsey & Co. reckons 20-50 percent of purchases involve a peer reference. Recently academics have confirmed this contagion does happen. There are customers who are opinion leaders, and they tend to bring other customers with them ... "
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