The Diffusion Process - The Influencer's Tale

Abstract: Costumer response to peer recommendation is not to be underestimated. Nor is the impact of the key persons driving the Diffusion Process of an Innovation. The success or failure of a product balances on exogenous variables which among other things are represented by Influentials' willingness to pass a message on to their peers. This ability of bringing an idea, brand or concept to mainstream consciousness is what identifies a true Influencer. Screening an Influencer group within a costumer segment is valuable for marketing teams worldwide. Thus, in this thesis an attempt is made to identify an Influencer segment and map the internal differences affecting the various ways the concept Word of mouth can be expressed. The thesis springs from existing theories and research made on the subject and suggests a way to identify this group based on the two aspects; Knowledge level and Word of mouth-intention. These parameters are valid tools in order to detect Influencers and the results presented reveals internal differences among this group. One explanation for the discrepancy proved to be the reason as to why an Influencer spreads information. The thesis covers these aspects and provides an analysis of this phenomena based on relevant theory and own ideas which have been consulted with experts in the area.