Affiliation:
1. School of Business Administration, University of Wisconsin-Milwaukee.
Abstract
Both innovativeness and opinion leadership have been extensively investigated in past research. This article profiles the characteristics of “innovative communicators”—consumers who are both innovators and opinion leaders. The results yield implications for more effectively directing fashion advertising at this influential segment.
Subject
Marketing,Economics and Econometrics,Business and International Management
Cited by
47 articles.
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