W. (Weiyi) Deng

RSM - Rotterdam School of Management
Erasmus University Rotterdam
ERIM Doctoral Student
Field: Marketing
Affiliated since 2013

PhD Project

Exploring the dynamics and features of interpersonal influence in new product diffusion

The rapid growth of social media over the past a few decades has facilitated the fast spread of information and changed the way customers interact with each other, allowing social contagion to play an increasingly important role in the diffusion process. The proposed project aims to examine how social contagion may depend on the roles and features of individuals involved, and how the contagion effect may vary over time as individuals learn about their own preference or their similarity in preferences with others. Three studies are proposed. The project will contribute to current literature by yielding novel insights on how interpersonal influence may change dynamically and according to features of the individuals involved in new product adoption. It will also provide implications for companies launching new products on targeting and communication strategies to leverage social influence among consumers in an optimal way.

Social influence, new product diffusion, innovativeness, consumer learning
Time frame
2016 -


Visiting address

Office: Mandeville Building T10-10
Burgemeester Oudlaan 50
3062 PA Rotterdam

Postal address

Postbus 1738
3000 DR Rotterdam

Supervisory team

Weiyi Deng
Professor of Marketing
Weiyi Deng
Associate Professor of Marketing
Co-Promotor, Daily supervisor