Social Commerce

Small Worlds and The Viral Potential of Social Commerce

In case you missed it, here’s the BBC documentary on network science – Six Degrees of Separation – with a replication of Milgram’s small world experiment.  Nice summary of the ‘Human Web’ that connects everybody to everybody by six conversations; the mathematical rationale behind social commerce.  Bottom line: social networks + e-commerce = global potential.


Chartered psychologist specialising in consumer behaviour, wellbeing and technology. Certified CX professional experienced in Design Thinking. A researcher, writer and speaker, Paul is head of Digital Insight at SYZYGY.

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