Home About us Contact
|
Home About us Contact | ||
|
|
||
Opinion Leadership (opinion + leadership)
Selected AbstractsOpinion leadership in a computer-mediated environmentJOURNAL OF CONSUMER BEHAVIOUR, Issue 5 2005Barbara Lyons Abstract This paper investigates the characteristics of opinion leaders within the computer-mediated environment, analyses the differences between online opinion leaders and online non-leaders and examines the implications of opinion leadership theory for e-commerce. This study finds that opinion leaders in computer-mediated environments possess significantly higher levels of enduring involvement, innovativeness, exploratory behaviour and self-perceived knowledge than non-leaders. Online opinion leaders also possess greater computer skills, have used the internet for a longer period of time and use the internet more frequently for longer sessions than non-leaders. Copyright © 2005 John Wiley & Sons, Ltd. [source] Correlates of apparel significance among older men and womenINTERNATIONAL JOURNAL OF CONSUMER STUDIES, Issue 3 2000Usha Chowdhary Abstract A total of 978 older men and women (over 65 years) were systematically identified from a list of registered voters and asked to participate in a study examining the correlates of apparel significance (extent to which apparel is considered important by an individual). A postal survey technique was used to collect the data. Both descriptive and inferential statistics were used to analyse and interpret the data. The condition number index was used to test for multicollinearity of data. Pearson product moment correlation coefficients, analysis of variance and stepwise multiple regression were used to analyse the data. The findings revealed that apparel significance was positively related to self-esteem, age perception, media usage, opinion leadership and social participation. Stepwise multiple regression results indicated that 65·3% of the variance was explained by media usage, opinion leadership and sex. [source] Consumer advisors revisited: What drives those with market mavenism and opinion leadership tendencies and why?JOURNAL OF CONSUMER BEHAVIOUR, Issue 2-3 2009Nicola E. Stokburger-Sauer Consumers with a tendency toward market mavenism (MM) and opinion leadership (OL) represent powerful forces in the marketplace because of their influence on other consumers' consumption decisions. They are thus important consumer groups for both other individuals and companies. Little is known, however, about the motives that drive these individuals. Additionally, research has not explored the consequences of the market mavenism tendency (MMT) and OL. Research is thus needed to tap into and compare factors that influence MMT and OL as well as variables that are influenced by MMT and OL. A key goal of the current study is to determine whether individuals with a tendency toward MM and opinion leaders are consumers who are more or less satisfied and loyal than other consumers. This study investigates product involvement and need for variety (NFV) as antecedents of MMT and OL and looks into their relationship with satisfaction and loyalty. Using data from 1145 German consumers in four product categories (i.e., wine, clothing, cars, and cameras) and applying structural equation modeling, it was found that opinion leaders have higher levels of product category involvement than individuals with a tendency toward mavenism, while the latter have a higher NFV than opinion leaders. Finally, opinion leaders and individuals with a tendency toward mavenism have higher levels of satisfaction, and the first are more loyal consumers, but this varies across product categories. Important implications for marketing theory and marketing practice can be derived. Individuals with a tendency toward MM and/or opinion leaders could, for instance, be integrated as powerful sources in the context of co-producing products and services. Copyright © 2009 John Wiley & Sons, Ltd. [source] Innovativeness, exploratory behavior, market mavenship, and opinion leadership: An empirical examination in the Asian contextPSYCHOLOGY & MARKETING, Issue 8 2007Ayalla Ruvio The market maven construct, developed by Feick and Price (1987), has been used in empirical studies in the USA, South Africa, Germany, Poland, and Hungary. This study extends previous research by being the first to use the general mavenship concept in an Asian country (Israel). Furthermore, the study examines market mavenship and opinion leadership as outcome concepts arising from exploratory behavior or innovativeness tendencies. Additionally, the impact of a three-dimensional exploratory behavior concept is compared to the impact of a unidimensional innovativeness concept on opinion leadership and market mavenship. Structural Equation Modeling (SEM) was used to test the two nomological models based on a sample of 142 adult Israeli consumers. Although both exploratory behavior and innovativeness affect market mavenship and opinion leadership, the impact of the former is stronger. Additionally, the impact of the "new brand trial" facet of exploratory behavior on market maven was comparable to that of innovativeness, whereas its impact on opinion leadership was weaker than the impact of innovativeness. © 2007 Wiley Periodicals, Inc. [source] | ||||||||||