Distinctive Roles of Lead Users and Opinion Leaders in the Social Networks of Schoolchildren
AbstractPrior research has shown that both lead users and opinion leaders may propel the diffusion of innovation. This raises the question of whether lead users and opinion leaders are positioned similarly in social networks, which we address using a sample of 23 school classes consisting of 537 children. Research among children is very scarce in this particular domain. Our statistical analyses based on hierarchical linear modeling reveal two general results: first, lead users among children appear to possess a variety of links between clusters; second, opinion leaders are locally positioned within clusters of children and have many direct links. (c) 2009 by JOURNAL OF CONSUMER RESEARCH, Inc..
Download InfoIf you experience problems downloading a file, check if you have the proper application to view it first. In case of further problems read the IDEAS help page. Note that these files are not on the IDEAS site. Please be patient as the files may be large.
As the access to this document is restricted, you may want to look for a different version under "Related research" (further below) or search for a different version of it.
Bibliographic InfoArticle provided by University of Chicago Press in its journal Journal of Consumer Research.
Volume (Year): 36 (2009)
Issue (Month): 4 (December)
Contact details of provider:
Web page: http://www.journals.uchicago.edu/JCR/
You can help add them by filling out this form.
CitEc Project, subscribe to its RSS feed for this item.
- Linda Hamdi-Kidar & Cyrielle Vellera, 2012. "What Drives Lead Users To Become User Entrepreneurs ? An Exploratory Study Of Motivations," Post-Print halshs-00851319, HAL.
- Gentina, Elodie & Butori, Raphaëlle & Heath, Timothy B., 2014. "Unique but integrated: The role of individuation and assimilation processes in teen opinion leadership," Journal of Business Research, Elsevier, vol. 67(2), pages 83-91.
- Lehnen, Jens & Ehls, Daniel & Herstatt, Cornelius, 2014. "Implementation of lead users into management practice: A literature review of publications in business press," Working Papers 78, Hamburg University of Technology (TUHH), Institute for Technology and Innovation Management.
- Hinz, Oliver & Schulze, Christian & Takac, Carsten, 2014. "New product adoption in social networks: Why direction matters," Journal of Business Research, Elsevier, vol. 67(1), pages 2836-2844.
- Lee, Seung Hwan (Mark), 2014. "The role of consumers' network positions on information-seeking behavior of experts and novices: A power perspective," Journal of Business Research, Elsevier, vol. 67(1), pages 2853-2859.
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Journals Division).
If references are entirely missing, you can add them using this form.