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Distinctive Roles of Lead Users and Opinion Leaders in the Social Networks of Schoolchildren

Kratzer, Jan and Lettl, Christopher (2009) Distinctive Roles of Lead Users and Opinion Leaders in the Social Networks of Schoolchildren. Journal of Consumer Research, 36 (4). pp. 646-659. ISSN 0093-5301

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Abstract

Prior research has shown that both lead users and opinion leaders may propel the diffusion of innovation. This raises the question of whether lead users and opinion leaders are positioned similarly in social networks, which we address using a sample of 23 school classes consisting of 537 children. Research among children is very scarce in this particular domain. Our statistical analyses based on hierarchical linear modeling reveal two general results: first, lead users among children appear to possess a variety of links between clusters; second, opinion leaders are locally positioned within clusters of children and have many direct links. (authors' abstract)

Item Type: Article
Keywords: social networks / research / diffusion of innovations / market segmentation / target marketing / linear models (statistics) / consumer behavior research / leardership / children / cliques (sociology) / opinion leaders / influence/ (psychology) / peer pressure in children / students
Divisions: Departments > Strategy and Innovation > Entrepreneurship und Innovation
Version of the Document: Published
Variance from Published Version: None
Depositing User: Dissertation Administrator
Date Deposited: 17 May 2011 12:03
Last Modified: 25 May 2015 18:51
Related URLs:
FIDES Link: https://bach.wu.ac.at/d/research/results/47233/
URI: http://epub.wu.ac.at/id/eprint/3093

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