2021
DOI: 10.1108/apjml-03-2020-0126 View full text |Buy / Rent full text
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Abstract: PurposeThe purpose of this present study is to investigate how opinion leaders' responsiveness to social influence varies with network positions (i.e. degree centrality and brokerage) and network density in new product diffusion networks.Design/methodology/approachThis study collected data based on a sociometric network survey. Hierarchical moderated regression and hierarchical linear modeling analyses were used to test the moderating effects of degree centrality, brokerage and density on the relationship betw… Show more

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