Affiliation:
1. University of Minnesota.
Abstract
Continued interest in diffusion theory and product innovation research necessitates the sound measurement of such constructs as opinion leadership. The author assesses the psychometric properties of the King and Summers self-designating scale of opinion leadership and proposes a modified scale of opinion leadership. The revised scale is found to have higher internal consistency reliability and better nomological and known-groups validity.
Subject
Marketing,Economics and Econometrics,Business and International Management
Cited by
99 articles.
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