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Keywords: Opinion leadership
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Journal Articles
Word gets around: Social media’s impact on opinion leadership
Available to Purchase
Journal:
Strategic Direction
Strategic Direction (2020) 36 (7): 19–21.
Published: 05 June 2020
... and places the articles in context. Findings Opinion leaders are influenced by either innovativeness levels or network centrality. Difference in cultural characteristics determine which type of opinion leadership prevails and how this leads to early adoption of new products and influence on other network...
