A Designer Is Only As Good As a Star Who Wears Her Clothes: Examining the Roles of Opinion Leaders Using the Persuasion Knowledge Model

Suri Weisfeld-Spolter, Zicklin School of Business, Baruch College, The Graduate Center, City University of New York, USA
Maneesh Thakkar, Zicklin School of Business, Baruch College, The Graduate Center, City University of New York, USA
The theoretical contribution of this research lies in our showing that Persuasion Knowledge Model can explain some of the differences observed in the likelihood of followers adopting the innovations after the adoption by the innovators. We demonstrate that the perception of the opinion leaders, as endorsers or adopters, is the key variable in determining how much influence the opinion leaders would ultimately have upon the follower class. As an initial step, we analyze fashion as the marketing domain to present evidence in support of our theorization.
[ to cite ]:
Suri Weisfeld-Spolter and Maneesh Thakkar (2007) ,"A Designer Is Only As Good As a Star Who Wears Her Clothes: Examining the Roles of Opinion Leaders Using the Persuasion Knowledge Model", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 420-425.