Eine Stanford-Studie kommt zu dem Ergebnis, dass es erfolgsversprechender ist, eine Botschaft einfach unter mehrere, wahllos ausgewählte Leute zu bringen als darauf zu setzen, genau den einen richtigen Influencer auszuwählen. Auf der Website zur Studie heißt es:
„In the end, the main tradeoff that companies or policymakers face is in costs — whether it is more expensive to seed a few more random people or to collect and analyze the network data,” Akbarpour says. But when uncovering the structure of a network is expensive, as it very often is, “then you may as well just forget network theory and pick more people based on common wisdom — go talk to the village shopkeeper, the teacher, or a random person in the street.“
Quelle: Are Influencers Overrated? | Stanford Graduate School of Business
