Overlap of Opinion Leadership across Consumer Product Categories
Open Access
- 1 February 1970
- journal article
- research article
- Published by SAGE Publications in Journal of Marketing Research
- Vol. 7 (1) , 43-50
- https://doi.org/10.1177/002224377000700104
Abstract
This article analyzes the overlap of opinion leadership across six broad product categories; its data suggest substantial overlap—particularly across those product categories of similar interest.Keywords
This publication has 4 references indexed in Scilit:
- Yes: There Are Generalized Opinion LeadersPublic Opinion Quarterly, 1964
- Methods of Measuring Opinion LeadershipPublic Opinion Quarterly, 1962
- Media Influence ReconsideredPublic Opinion Quarterly, 1959
- Group Influences and Agricultural Innovations: Some Tentative Findings and HypothesesAmerican Journal of Sociology, 1956