Opinion leadership in small groups

Sarit Moldovan, Eitan Muller, Yossi Richter and Elad Yom-Tov

International Journal of Research in Marketing, 2017, vol. 34, issue 2, 536-552

Abstract: The role of opinion leaders in the diffusion of innovation has recently come under scrutiny: On the one hand, their central role in accelerating diffusion has been recognized in industry, academia, and the popular media. On the other hand, it has been argued that opinion leaders do not create contagion processes that differ significantly from those of other types of customers. We offer here a synthesis of these opposing theses: For many applications, opinion leadership should be studied in small groups rather than in an entire network.

Keywords: Opinion leadership; Strong ties; Small groups; Churn (search for similar items in EconPapers)
Date: 2017
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Citations: View citations in EconPapers (10)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:ijrema:v:34:y:2017:i:2:p:536-552

DOI: 10.1016/j.ijresmar.2016.11.004

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