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A sender wishes to persuade a group of receivers but can only communicate with
one target receiver. The target’s actions, in turn, may influence others. Who should
she target? How should she customize her communication? The sender optimally
customizes communication to the target as if other receivers did not exist and trades
off popularity against influence: she may optimally target less popular receivers. We
characterize a measure of a target’s market influence that the sender maximizes and
show that, in large markets, she strictly prefers less customizable communication if
the market is more polarized or if high-popularity influencers are rare.
