Starjournal Quotation Kratzer, Jan, Lettl, Christopher. 2009. Distinctive roles of lead users and opinion leaders in the social networks of schoolchildren. Journal of Consumer Research 36 (4): 646-659.


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Abstract

Prior 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 addressed 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.

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Publication's profile

Status of publication Published
Affiliation WU
Type of publication Journal article
Journal Journal of Consumer Research
Citation Index SSCI
WU Journalrating 2009 A+
Starjournal Y
Language English
Title Distinctive roles of lead users and opinion leaders in the social networks of schoolchildren
Volume 36
Number 4
Year 2009
Page from 646
Page to 659
URL http://www.wu.ac.at/entrep/downloads/publikationen/kratzer_lettl_jcr_2009.pdf

Associations

People
Lettl, Christopher (Details)
External
Kratzer, Jan
Organization
Strategy, Technology and Organization IN (Details)
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