Reaching a person with high "diffusion centrality" can help a campaign go viral, according to a study led by MIT economist Abhijit Banerjee. The team studied how word-of-mouth helped spread information about the lender Bharatha Swamukti Samsthe Microfinance. The report found that participants are seven times more likely to spread information than those who weren't, and participation increased by 11 percentage points when well-connected residents were first to connect to the program.

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