Title

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

http://www.jstor.org/stable/3149569

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