20-U: Who Are the Influentials? Social Media, Opinion Leadership and New Product Adoption

This research examines how innovativeness and extraversion influence self-reported and sociometric opinion leadership in social media, which affect new product adoption. Findings contribute to extant work on new product adoption by showing that self-reported leadership and sociometric leadership are distinct characteristics because they act differently in their nomological networks.



Citation:

Duygu Akdevelioglu and Selcan Kara (2017) ,"20-U: Who Are the Influentials? Social Media, Opinion Leadership and New Product Adoption ", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 1011-1011.

Authors

Duygu Akdevelioglu, University of California Irvine, USA
Selcan Kara, University of Massachusetts, Dartmouth, USA



Volume

NA - Advances in Consumer Research Volume 45 | 2017



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