The Value of “Influentials” to Your Nonprofit
Interesting argument but it seems like the eMarketer study actually supports the influencer thesis in that for those 55%, their friends were influencers. The Kim Kardashians of the world can only do so much. There is a long tail of influencers who for their circles of influence, wield more power than a tweet from a reality show “star.”
The “influentials” model—that a select minority of people can disproportionately influence others to adopt behaviors or purchase products— has increasingly come into focus following the publication of Malcolm Gladwell‘s The Tipping Point and Edward Keller and Jonathan Berry’s The Influentials….