Clusters of Consumer Interests and Opinion Leaders' Spheres of Influence
Publication Type
Journal Article
Publication Date
8-1971
Abstract
This article reports a test of King and Summers' hypothesis that opinion leadership overlaps among topics when interest in them overlaps. Patterns of association in opinion leadership for 16 topics corresponded to the structure of interrelationships among measures of interest in the same topics.
Discipline
Business
Research Areas
Marketing
Publication
Journal of Marketing Research
Volume
8
Issue
3
First Page
317
Last Page
321
ISSN
0022-2437
Identifier
10.2307/3149569
Citation
MONTGOMERY, David B. and Silk, A.J..
Clusters of Consumer Interests and Opinion Leaders' Spheres of Influence. (1971). Journal of Marketing Research. 8, (3), 317-321.
Available at: https://ink.library.smu.edu.sg/lkcsb_research/1598
Additional URL
https://doi.org/10.2307/3149569