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

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. R...

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Bibliographische Detailangaben

Veröffentlicht in:	Journal of Consumer Research. - University of Chicago Press. - 36(2009), 4, Seite 646-659
1. Verfasser:	Kratzer, Jan (VerfasserIn)
Weitere Verfasser:	Lettl, Christopher
Format:	Online-Aufsatz
Veröffentlicht:	2009
Zugriff auf das übergeordnete Werk:	Journal of Consumer Research
Schlagworte:	Child/Adolescent Consumer Diffusion, Innovation, Technology Sociological Theories/Analysis Word‐of‐Mouth/Opinion Leadership Hierarchical Models Behavioral sciences Business Social sciences Mathematics Applied sciences mehr... Education Jan