What is it about?

As is widely believed, where in the network you start matters a lot for how ideas/behaviors/products spread. However this is only true if broad forces that affect lots of people at once (eg, advertising and government mandates) don't exist. If these broad forces exist, even if extremely weak, the advantage of starting with a targeted position in the network collapses.

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Why is it important?

There is a great deal of interest in targeting marketing and public health efforts by network position. This paper suggests that under realistic circumstances such efforts will not be very effective.

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This page is a summary of: Network hubs cease to be influential in the presence of low levels of advertising, Proceedings of the National Academy of Sciences, February 2021, Proceedings of the National Academy of Sciences, DOI: 10.1073/pnas.2013391118.
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