The Innovative Communicator in the Diffusion Process
Open Access
- 1 February 1975
- journal article
- research article
- Published by SAGE Publications in Journal of Marketing Research
- Vol. 12 (1) , 12-18
- https://doi.org/10.1177/002224377501200103
Abstract
Both innovativeness and opinion leadership have been extensively investigated in past research. This article profiles the characteristics of “innovative communicators”—consumers who are both innovators and opinion leaders. The results yield implications for more effectively directing fashion advertising at this influential segment.Keywords
This publication has 6 references indexed in Scilit:
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