Knowledge@wharton

Marketers have long used all sorts of demographic and geographic data to target potential customers -- age sex education level income zip code. But there’s another variable that companies may want to consider: Who is connected to whom?  A study co-authored by Wharton professor of operations and information management Shawndra Hill found that consumers are far more apt to buy a company’s product if they are ”network neighbors” with existing customers. See acast.com/privacy for privacy and opt-out information.