This Chapter presents a generalized model of consensus formation, which is able to encompass all previous formulations of copy/invasion processes inspired by variations on the voter model and the Moran process. It considered the implementation of such generalized dynamics on a heterogeneous contact pattern, represented by a complex network, and derived the theoretical predictions for the relevant dynamical quantities, within the assumptions of the heterogeneous mean-field theory. The chapter provides a brief review of previous results that can be recovered by this generalized formalism, and considers a novel application to the case of opinion formation in a social network. In particular, it addressed the case in which the opinion strength of an individual is related to his/her degree centrality in the network.