Clusters of Consumer Interests and Opinion Leaders' Spheres of Influence
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.
Journal of Marketing Research
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. Research Collection Lee Kong Chian School Of Business.
Available at: http://ink.library.smu.edu.sg/lkcsb_research/1598
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