Stanford Social Innovation Review : Informing and inspiring leaders of social change

SUBSCRIBE | HELP

Microfinance

Mapping Word of Mouth

Spreading messages in remote villages is a matter of understanding the patterns by which villagers connect with each other.

 

To spread the word about a new service, the Indian microfinance institution Bharatha Swamukti Samsthe (BSS) approached leaders in 43 villages—teachers, shopkeepers, savings group leaders, and the like. The goal was to publicize the program by encouraging these leaders to tell their friends about it. But in some villages, only 7 percent of households eventually took out a BSS loan, while in other villages up to 44 percent did so. What accounts for the difference?

According to a team...


Want more? Sorry, the full text of this article is only available to subscribers. Subscribe now.

Already a subscriber? Please log in by entering your email address and password into the red login box at the top-right corner of this page.

Need to register for your premium online access, which is included with your paid subscription? Register here.

Tracker Pixel for Entry