Early Adopters: Opinion Leaders Or Opinion Keepers?

Sarit Moldovan, Technion, Israel
Early adopters ignite the diffusion process, but are they actually opinion leaders? A meta-analysis is employed to show that early adopters are communicative, but not always influential. When the innovation is too radical consumers may not follow early adopters’ recommendations.
[ to cite ]:
Sarit Moldovan (2011) ,"Early Adopters: Opinion Leaders Or Opinion Keepers?", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.