Dimensions of Opinion Leadership

Abstract

JSTOR is a not-for-profit service that helps scholars, researchers, and students discover, use, and build upon a wide range of content in a trusted digital archive. We use information technology and tools to increase productivity and facilitate new forms of scholarship. For more information about JSTOR, please contact support@jstor.org. This content downloaded from 169.230.

Pathways to music exploration in a digital age

“…In fact, they are more than two and one-half times more likely to be an omnivore. Again, these findings confirm that opinion leaders tend to be innovators, experimenters, and variety-seekers (Summers, 1970;Hirschman, 1980;Myers and Robertson, 1972;Robertson and Myers, 1969). Interestingly, although opinion leadership has been linked to economic status in previous research, in our sample this does not seem to be the case.…”

“…(Myers and Robertson, 1972). These leaders are socially active (Summers, 1970;Myers and Robertson, 1972;Chan and Misra, 1990) and they acquire and search for new products that they believe will be useful to others and facilitate future social exchange (Atkin, 1972). Based on the literature on opinion leaders, their reputation is based on connoisseurship, which requires access to a variety of types of music and bands that they know well and feel confident recommending to others.…”

“…Like earlier research, this finding confirms that leadership is two way -''people who influence others are themselves influenced by others in the same topic area.'' (Myers and Robertson, 1972). These leaders are socially active (Summers, 1970;Myers and Robertson, 1972;Chan and Misra, 1990) and they acquire and search for new products that they believe will be useful to others and facilitate future social exchange (Atkin, 1972).…”

“…In this paper, we use these terms interchangeably. Opinion leaders and mavens tend to be ''innovators,'' also known as early adopters (Myers and Robertson, 1972;Summers, 1970;Rogers, 1995;Flynn et al, 1996;Goldsmith et al, 2003). Discovery is a key aspect of opinion leadership in culture; and opinion leaders tend to have higher status and be well respected in their communities and by their peers.…”

Are opinion leaders more satisfied? Results of a SEM model about the relationship between opinion leadership and online customer satisfaction

“…These more knowledgeable people who are able to provide product specific information are called opinion leaders. Opinion leaders are persuasive due to their involvement, expertise and experience in a given product category (Myers -Robertson 1972). Another source of personal influence is market mavens, but they are different compared to opinion leaders, because their influence stems not from product category expertise, but from general knowledge or market expertise (Feick -Price 1987).…”