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Sociophysics: A framework to identify transitions in collective supporter behaviour

Tim Drye, Journal of Direct, Data and Digital Marketing Practice Vol. 17, No. 4 ()
We introduce the application of sociophysics to illuminate the analysis of the comic relief supporter database. This approach allows the analysis to consistently handle the implications that arise from three levels of marketing influence, audience, individual and social. As a result, we identify the characteristics of a phase transition from an individual to a collective type of behaviour. The transition identified occurs at a low level of supporter penetration around 1%. Previous work in other fields links this characteristic to information about the thresholds of connectivity between supporters, and we offer suggestions for the marketing strategies that might be adopted within this regime.

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