Influence of opinion leadership identification criteria: The purchase of smartphones

Autor: M. Carmen Hernández-García, M. Gracia Rodríguez-Brito, M. Carolina Rodríguez-Donate, Margarita Esther Romero-Rodríguez
Rok vydání: 2020
Předmět:
Zdroj: Journal of Retailing and Consumer Services. 56:102155
ISSN: 0969-6989
DOI: 10.1016/j.jretconser.2020.102155
Popis: The role of opinion leaders in disseminating information on technology-type products in the market, such as smartphones, is of great interest to tech sector companies. From a survey conducted among young university students, the main distinguishing features of opinion leaders in smartphone purchases are analysed through alternative identification criteria. The results show that some of the distinguishing traits include greater expenditure in the acquisition of smartphones, lower frequency of replacement, having owned a large number of these devices, and showing a more positive emotional bond when purchasing smartphones. Moreover, the criterion used in identification of the opinion leader is relevant.
Databáze: OpenAIRE