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Exploring The Role Of Innovativeness And Opinion Leadership In Diffusion

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  • XIAOHUI SHI

    (Cass Business School, City University London, 106 Bunhill Row, London, EC1Y 8TZ, United Kingdom)

  • KIRAN FERNANDES

    (Durham University Business School, Durham University, Mill Hill Lane, Durham, DH1 3LB, United Kingdom)

Abstract

Despite the extensive studies in the field of diffusion, the role of innovativeness in diffusion models has not reached a consensus and the literature has dedicated little effort to modelling customers' heterogeneous opinion leadership. These gaps could be some of the key limits for the further exploration of the diffusion phenomena. This study proposes that the use of innovativeness in diffusion models can be seen as a filter for potential customers and as an indicator for customers' opinion leadership. We analyse the respective roles of innovativeness and opinion leadership in diffusion based on the suggested model. We also show the model's potential to identify and predict the opinion leaders of a diffusion system. We implement the proposed model in the case of a 3G mobile phone technology. The results demonstrate good fitting and forecasting performance of the model. We hope the insights offered by this study can benefit both innovation academics and practitioners.

Suggested Citation

  • Xiaohui Shi & Kiran Fernandes, 2014. "Exploring The Role Of Innovativeness And Opinion Leadership In Diffusion," International Journal of Innovation Management (ijim), World Scientific Publishing Co. Pte. Ltd., vol. 18(04), pages 1-23.
    • Handle: RePEc:wsi:ijimxx:v:18:y:2014:i:04:n:s1363919614500297
    DOI: 10.1142/S1363919614500297
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    References listed on IDEAS

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    1. Bernard Pras & Gilles Laurent & Gary L. Lilien, 1994. "Research Traditions in Marketing," Post-Print halshs-00150675, HAL.
    2. Davies, Stephen W., 1979. "Inter-firm diffusion of process innovations," European Economic Review, Elsevier, vol. 12(4), pages 299-317, October.
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    Cited by:

    1. Francisco J. Santos-Arteaga & Debora Di Caprio & Madjid Tavana & Aidan O'Connor, 2017. "Formalising The Demand For Technological Innovations: Rational Herds, Market Frictions And Network Effects," International Journal of Innovation Management (ijim), World Scientific Publishing Co. Pte. Ltd., vol. 21(02), pages 1-43, February.
    2. Wang, Nan & Xie, Wenxuan & Tiberius, Victor & Qiu, Yong, 2023. "Accelerating new product diffusion: How lead users serve as opinion leaders in social networks," Journal of Retailing and Consumer Services, Elsevier, vol. 72(C).

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