Early Adopters: Opinion Leaders Or Opinion Keepers?
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.
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.
Sarit Moldovan, Technion, Israel
NA - Advances in Consumer Research Volume 38 | 2011
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