Overlap among Self-Designated Opinion Leaders: A Study of Selected Dental Products and Services
Open Access
- 1 August 1966
- journal article
- research article
- Published by SAGE Publications in Journal of Marketing Research
- Vol. 3 (3) , 255-259
- https://doi.org/10.1177/002224376600300305
Abstract
This article reports a study of the amount of overlap among self-designated opinion leaders for five dental products and services. The amount of overlap actually observed is compared with that which would be expected by chance assuming that being an opinion leader for one product is independent of being an opinion leader for another product. No significant differences were found between the actual and expected degrees of overlap.Keywords
This publication has 3 references indexed in Scilit:
- Yes: There Are Generalized Opinion LeadersPublic Opinion Quarterly, 1964
- Methods of Measuring Opinion LeadershipPublic Opinion Quarterly, 1962
- The Two-Step Flow of Communication: An Up-To-Date Report on an HypothesisPublic Opinion Quarterly, 1957