The Identity of Women's Clothing Fashion Opinion Leaders:
01 May 1970-Journal of Marketing Research (SAGE PublicationsSage CA: Los Angeles, CA)-Vol. 7, Iss: 2, pp 178-185
TL;DR: The authors analyzed the characteristics of women's clothing fashion opinion leaders and found that substantial differences exist between fashion opinion leader and non-leaders on a wide range of fashion topics, including fashion, fashion design, and style.
Abstract: This article analyses the characteristics of women's clothing fashion opinion leaders. The data suggest that substantial differences exist between fashion opinion leaders and non-leaders on a wide ...
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TL;DR: The research focus is individuals who have information about many kinds of products, places to shop, and other facets of the market, and initiate discussions with and respond to information request as mentioned in this paper.
Abstract: The research focus is individuals who have information about many kinds of products, places to shop, and other facets of the market, and initiate discussions with and respond to information request...
1,279 citations
TL;DR: In this paper, product importance and related constructs have been inadequately defined and understood in the consumer behavior literature, and a review and integration of these constructs and presents a framewe...
Abstract: Product importance and related constructs have been inadequately defined and understood in the consumer behavior literature. This paper reviews and integrates these constructs and presents a framew...
911 citations
TL;DR: An integrated model to explore the antecedents and consequences of online word-of-mouth in the context of music-related communication identified innovativeness, Internet usage, and Internet social connection as significant predictors of online words ofmouth, and online forwarding and online chatting as behavioral consequences.
Abstract: This study developed an integrated model to explore the antecedents and consequences of online word-of-mouth in the context of music-related communication Based on survey data from college students, online word-of-mouth was measured with two components: online opinion leadership and online opinion seeking The results identified innovativeness, Internet usage, and Internet social connection as significant predictors of online word-of-mouth, and online forwarding and online chatting as behavioral consequences of online word-of-mouth Contrary to the original hypothesis, music involvement was found not to be significantly related to online word-of-mouth Theoretical implications of the findings and future research directions are discussed
613 citations
Cites background from "The Identity of Women's Clothing Fa..."
...Summers (1970) found that people who tend to enjoy experimenting with new products are more likely to be opinion leaders....
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...Many studies of the diffusion process have established a positive relationship between innovativeness and opinion leadership (e.g., Flynn et al., 1996; Robertson & Myers, 1969; Summers, 1970)....
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TL;DR: In this article, the authors attempted to relate purchasing behavior, media choice, innovation, and other marketing phenomena to personality, with varying degrees of success, and found that they were correlated with purchasing behavior and media choice.
Abstract: Marketing researchers have repeatedly attempted to relate purchasing behavior, media choice, innovation, and other marketing phenomena to personality, with varying degrees of success. This article ...
588 citations
TL;DR: In this article, the authors examine the relationship between individualistic and altruistic motivations and the frequency of forwarding online content and investigate if high trait curiosity can indirectly lead to more forwarding by increasing the amount of online content consumed.
529 citations
References
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Book•
01 Jan 1962
TL;DR: A history of diffusion research can be found in this paper, where the authors present a glossary of developments in the field of Diffusion research and discuss the consequences of these developments.
Abstract: Contents Preface CHAPTER 1. ELEMENTS OF DIFFUSION CHAPTER 2. A HISTORY OF DIFFUSION RESEARCH CHAPTER 3. CONTRIBUTIONS AND CRITICISMS OF DIFFUSION RESEARCH CHAPTER 4. THE GENERATION OF INNOVATIONS CHAPTER 5. THE INNOVATION-DECISION PROCESS CHAPTER 6. ATTRIBUTES OF INNOVATIONS AND THEIR RATE OF ADOPTION CHAPTER 7. INNOVATIVENESS AND ADOPTER CATEGORIES CHAPTER 8. DIFFUSION NETWORKS CHAPTER 9. THE CHANGE AGENT CHAPTER 10. INNOVATION IN ORGANIZATIONS CHAPTER 11. CONSEQUENCES OF INNOVATIONS Glossary Bibliography Name Index Subject Index
38,750 citations
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01 Oct 1945
TL;DR: In this article, the authors discuss the importance of data collection in the context of data sharing and propose a method to collect data from all the users of a data collection system. But they do not specify the number of users.
Abstract: В своей классической работе «Выбор народа» группа авторов под руководством Пола Лазарсфельда впервые комплексно исследует влияние масс медиа на электоральное поведение на примере президентской кампании Рузвельта-Уилки 1940 года. На протяжении семи месяцев авторы опрашивают около 3000 респондентов и приходят к выводу, что мнение большинства людей зависит не напрямую от СМИ, а от других членов их первичных групп, которые и являются активными потребителями медиа-продукции. Этих людей авторы назвали прочно вошедшим в научный обиход термином «лидеры мнения».
1,938 citations
Book•
01 Jan 1954
TL;DR: The famous "Elmira study" as mentioned in this paper examines the factors that make people vote the way they do, including social class, religious background, family loyalties, on-the-job relationships, local pressure groups, mass communication media, and other factors.
Abstract: "Voting" is an examination of the factors that make people vote the way they do. Based on the famous Elmira Study, carried out by a team of skilled social scientists during the 1948 presidential campaign, it shows how voting is affected by social class, religious background, family loyalties, on-the-job relationships, local pressure groups, mass communication media, and other factors. Still highly relevant, "Voting" is one of the most frequently cited books in the field of voting behavior.
1,703 citations
"The Identity of Women's Clothing Fa..." refers background in this paper
...Opinion leaders were found to be more highly concentrated among those segments of the samples which: (1) were younger, (2) had more education, (3) had higher incomes, and (4) had higher occupational status (Table 1)....
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...To effectively integrate this market segment into marketing strategy, the marketer must not only reach these individuals through the mass media but should also tailor the communication message: (1) to persuade...
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...The dimensions investigated in studies focusing on the identity of the opinion leader can be classified into three basic categories of characteristics: (1) demographic, (2) social and attitudinal, and (3) topic-oriented....
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01 Dec 1957
TL;DR: The research problem is this: What were the social processes which intervened between the initial trials of the drug by a few local innovators and its final use by virtually the whole medical community?
Abstract: Anthropologists and sociologists have long been concerned with the processes through which customs, practices, attitudes, or messages spread. Traditionally, these processes have been studied by examining the eco logical distribution of the trait at successive points in time. In a few cases, the actual transmission of messages from person to person has been traced out (e.g., 1, 3, 4, 5, 10). A still different approach to the study of this problem is reported in this paper. The population is physicians in four cities; the item whose use was spreading was a new drug; and the study focused on the ongoing social processes which finally led to widespread adoption of the drug by these physicians. Data were collected 15 months after a new drug with wide potential use, here call ed "gammanym," had been placed on the market. By this time almost all the doctors in relevant specialties in the four cities studied had used the drug, some almost immediately, others only after a consider able interval of time. The research problem, stated most concretely, is this: What were the social processes which intervened between the initial trials of the drug by a few local innovators and its final use by virtually the whole medical community? The results reported below concern the effectiveness of networks of interpersonal relations at each stage of the diff usion process. The study is to be reported in full elsewhere (2) ; a pilot study has already been reported upon (9). A separate article by one of us describes the cumulative research experiences which led to the decision to focus explicitly upon interpersonal relations, using sociometric t�h niques (6).
1,172 citations