The trajectories of social processes (e.g., peer pressure, imitation, and assimilation) that take place on social networks depend on the structure of those networks. Thus, to understand a social process or to predict the associated outcomes accurately, marketers would need good knowledge of the...

A central theme of economic sociology has been to highlight the complexity and diversity of real-world markets, but many network models of economic social structure ignore this feature and rely instead on stylized one-dimensional characterizations. Here, we return to the basic insight of...