Few products today launch without a social media strategy—a way of creating online buzz around whatever's being sold. The widespread belief is that people influence other people to buy products. A new study from MIT researchers, to be published in PloS One, suggests that this influence has its limits.
"We don't know what we mean when we say 'social influence,' " says Coco Krumme, one of the researchers involved with the work. She suggests that it's important to get a more specific idea of what kinds of social cues actually affect others' behavior.
By studying a body of information about music-downloading behavior, Krumme and colleagues Galen Pickard and Manuel Cebrian found that social cues could influence people to listen to samples of songs, but not necessarily to download them. They also suggested that the influence of social factors on a song's popularity diminishes over time, meaning that songs that rise to the top of download lists do that because they're better than ones that don't.
The researchers worked with a body of data from the MusicLab, a study several years ago that examined how social cues influenced the popularity of songs. In the MusicLab study, about 14,000 people were presented with 48 songs. They could sample the tracks, and if they liked the music, they could take the additional step of downloading them. The original researchers divided the people into groups and experimented with different ways of giving people information about what others were doing with the same songs.
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