Opinion leaders and followers: A replication and extension

Opinion leadership has been a central construct in studies of new product diffusion models. Flynn, Goldsmith, and Eastman (1996) introduced the related concept of opinion seeking and documented its measurement properties. This replication and extension paper examines these two concepts, using their original scales and placing them in a nomological model that includes innovativeness and computer and software use as antecedents. The research model is tested empirically using a convenience sample of 123 Israeli consumers, with regression models and a multiple discriminant analysis. Innovativeness and computer usage were found to explain opinion leadership and opinion seeking. Opinion leadership and opinion seeking predicted several computer‐related outcomes. The findings can be used to identify and utilize the differing information search profiles for opinion leaders and seekers. The former use a variety of sources, such as store visits and category‐specific newspapers and magazines. In contrast, seekers rely more on expert advice from opinion leaders. © 2008 Wiley Periodicals, Inc.     

Internet pharmaceutical sales: attributes, concerns, and future forecast

Internet pharmaceutical sales continue to skyrocket as healthcare providers and consumers are increasingly relying on the efficiencies and convenience that is available via such transactions. Managed care companies, increasing demands to reduce healthcare inefficiencies while maximizing the quality of patient care is a significant contributing factor to the expanding utilization and success of online pharmaceutical sales. However, with the expansion of Internet pharmaceutical sales, healthcare providers, pharmacy benefit management and insurance companies, and consumers realize new opportunities and risks. This paper will review the attributes and concerns associated with online pharmaceutical sales, discussing current and pending legislation intended to more effectively manage these parameters.     

Using online opinion leaders to promote the hedonic and utilitarian value of products and services

Research and applied evidence suggest that online opinion leaders are important promoters of products and services. However, managers and firms need to choose which opinion leaders to work with and better understand how to collaborate with those leaders to promote different types of products and services. Online opinion leaders should be used to promote the experiential (hedonic) and functional (utilitarian) value of products and services over different online forums. In this article, we describe how online opinion leaders can serve appeal leadership functions, serve knowledge leadership functions, and take multiple roles (e.g., experts, celebrities, micro-celebrities, micro-influencers, early adopters, market mavens, enthusiasts). We then present a five-stage planning process designed to guide partnerships with online opinion leaders. Specific steps in the process include: planning (setting the objectives of the campaign and the role of online opinion leaders), recognition (identifying influential and relevant online opinion leaders), alignment (matching online opinion leaders and online forums with the products or services promoted), motivation (rewarding online opinion leaders in a way that aligns with their social role), and coordination (negotiating, monitoring, and supporting the influence of the online opinion leaders).     

The Impact of Personality Variables,Prior Experience,and Training on Sales Agents' Internet Utilization and Performance

ABSTRACT

Emerging literature on the impact of the Internet on business-to-business (B2B) marketing has primarily focused on examining this issue from the perspective of manufacturers and buyers. This study focuses on the sales agent, a third prominent actor in B2B markets, and tests a conceptual model that relates a sales agent's personality, demographic, and user-situational constructs to that sales agent's Internet utilization for selling activities. Further, the model tested in this study relates a sales agent's Internet utilization to perceived sales performance. Findings in this study indicate that internal locus of control, learning orientation, and sales related Internet training relate positively to a sales agent's Internet utilization, and that a sales agent's age relates negatively to Internet utilization. Further, the results support a positive relationship between a sales agent's Internet utilization and sales performance. This study emphasizes that the Internet can be a productive tool for sales agents. The implications of the results of this study for sales agents with respect to training and recruitment are discussed and avenues for future research are suggested.     

Fashion opinion leadership among working and non-working women

Abstract The purpose of this study was to examine fashion opinion leadership among working and non-working women. Data were collected by mail survey from 630 working and non-working women in the USA. Employment orientation (i.e. viewing work as either a job or a career) and satisfaction with career apparel were investigated among working women to determine whether there are differences in these dimensions between fashion leaders and fashion followers. Results contradict earlier studies by indicating that fashion opinion leadership among working and non-working women is independent of education and income. Fashion opinion leadership among working women is independent of occupational level. Whether one works in a managerial position or a service position, or one considers work to be a job or a career, has no significant effect on fashion opinion leadership. Fashion opinion leaders among working women demonstrated greater satisfaction with career apparel and were younger than their fashion follower counterparts. Fashion leadership, regardless of work status, was found to be a strong determinant of apparel satisfaction for all women. The results suggest that the effect of being a fashion opinion leader may be greater when considering apparel that is more salient to the wearer.     

Opinion leaders,adopters, and communicative adopters: A role analysis

Our knowledge of the relationship between opinion leaders and adopters is based on discontinuous innovations. This paper argues that the relationship is different for continuous innovations. Previous research suggests that besides opinion leaders and adopters, communicative adopters—consumers who are both opinion leaders and adopters-play important yet different roles in the diffusion of continuous innovations. Based on a study of 317 moviegoers, this paper shows that communicative adopters can be characterized as ‘Change agents,’ opinion leaders as ‘Interpersonal communicators,’ and adopters as ‘Nonpersonal influencers’.     

Give or Take on the Internet: An Examinationof the Disclosure Practices of Insurance Firm Web Innovators

Theories of corporate social responsibility suggest that there ought to be a balance between what business takes from society and what it gives back in return. Recently, the practice literature within the insurance industry has been heavily pushing for the development of the Internet as a tool for commerce while virtually ignoring the role it could play in terms of information disclosure to stakeholders. This study examines whether insurance firms themselves reflect this emphasis, or whether companies that are industry leaders with respect to web innovation for product marketing are also leaders in using the web for information disclosure. A study of the web pages for 40 property and casualty firms drawn from Franzis (2000), shows that financial disclosure for the overall sample is at best moderate. The disclosure of social responsibility information on these web pages is quite low, on average. Further, and importantly from a social balance perspective, the web innovators in terms of product marketing are not industry leaders in terms of information disclosure.     

Who is the “Self” that Buys?: An Exploratory Examination of Imaginative Consumption and Explanation of Opinion Leadership

The present research, first, combines literatures on self‐theory, imaginative consumption, and opinion leadership. Second, the research, using self‐theory, explores individual difference variables predictive of imaginative consumption in two studies using different populations. The results reveal fashion product involvement, self‐esteem, fashion knowledge, idea shopping motivation, and probability of a mispurchase influence the degree to which an individual imaginatively consumes fashion products. Third, the research makes a contribution by explaining from where opinion leaders derive their abilities—imaginative consumption. In contributing to scholarly work, the research explains the role of imagination and opinion leadership in both theories of self‐verification and self‐enhancement. Managerial implications include identifying potential opportunities for marketing communications and retail management. The findings are promising and encourage further exploration of the phenomenon of imaginative consumption.     

Thoughts on Business Leadership in Emerging Markets: A Side Effect of Economic Colonialism or Simply Poor Management?

The strategic function of a top business leader, with its vision‐forming, persuading, and control abilities, spans much of what has been traditionally viewed as the field of leadership research. While some leaders speak or write about leadership without having led many businesses, others who have led lack the capacity for reflection which is necessary to explain what it is that they do. Yet, most leaders seem to have something to say, and they find eager listeners. Are MBA candidates being misled by the business press and thus are unable to tell a real leader from a fraud? Or is it that those we call business leaders today are only figureheads propelled by those toiling beneath them? This commentary focuses on thoughts centered on the rim of contention: business leadership in Brazil. © 2013 Wiley Periodicals, Inc.     

Understanding and Measuring Entrepreneurial Leadership Style

Although entrepreneurial leadership is embraced in the popular press and in classrooms, academic knowledge remains underdeveloped. We develop the construct of entrepreneurial leadership and argue that it involves influencing and directing the performance of group members toward achieving those organizational goals that involve recognizing and exploiting entrepreneurial opportunities. We discuss environmental, organizational, and follower‐specific contingencies that may influence the success of entrepreneurial leadership, and we test the reliability and validity of an empirical measure for this construct (the ENTRELEAD scale). Using this novel measurement tool, we find that entrepreneurial leadership is more prevalent among founder‐leaders than nonfounder leaders, which indicates construct validity.     

Successful leadership — how would you know?

Boardrooms and business school classrooms are equally preoccupied with leadership, and success is often assumed to be about profit or Total Shareholder Return. It's neither. For leaders wanting to measure their own success, for those who appoint leaders to know what they are aiming at and for outsiders assessing the quality of leadership, Andrew Likierman shows how to do it.     

Political Opinion Leadership and Electoral Behavior

SUMMARY

A micro-model that focuses on political opinion leadership within an extended nomological network is developed and tested. Data were gathered from a sample of voters in an election. The results indicate that political opinion leadership played a central role in the voting behavior. Key antecedents to opinion leadership were voter involvement, subjective knowledge, and indirectly, information seeking behavior. Important consequences were voting stability, perceived risk and political satisfaction.     

A Personality‐Competence Model of Opinion Leadership

Opinion leaders constitute a central consumer segment for targeted marketing strategies. By separating opinion leadership into a generalized and domain‐specific component, this study examines the psychological profile of N = 417 consumers from Germany and incorporates opinion leadership into a hierarchical framework of human personality. Results emphasize two major sources of domain‐specific opinion leadership (DSOL): personality in the form of a general, domain‐independent influencer trait and competencies in terms of product‐specific knowledge. Moreover, the study highlights a number of traits including the Big Five of personality, typical intellectual engagement, and general self‐efficacy that form a distinct personality profile of DSOL. The effects of these personality traits on DSOL are partially mediated by generalized opinion leadership and objective knowledge.     

Influences on Student Intention and Behavior Toward Environmental Sustainability

As organizations place greater emphasis on environmental objectives, business educators must produce the next set of leaders who can champion corporate environmental sustainability initiatives. However, environmental sustainability represents a polarizing topic with some students dismissing its importance and legitimacy. Limited research exists to understand student behavioral influences on sustainability education, especially as it translates to environmental sustainability behavior in the workplace. This gap challenges our ability as educators to understand how to best teach environmental sustainability in order to reach diverse student mindsets. We apply the theory of planned behavior (TPB) to address this gap, investigating the influence of student attitudes, subjective norm, and perceived behavioral control on environmental sustainability intention and behavior. A structural model tested with student survey data finds that student attitude represents the strongest influence on environmental sustainability intention. The model also validates that subjective norm affects sustainability intention with students considering professors along with business leaders and politicians as valid references for sustainability knowledge. To tie the results to effective educational interventions, we use the TPB to organize an extensive review of the sustainability pedagogy literature and identify specific teaching recommendations for increasing the effectiveness of environmental sustainability education.     

Consumers engaged in a member-gets-member campaign: an agency perspective

In this article, the use of member-gets-member-campaigns is perceived as an agency problem: the agent (a consumer) is going to take some action on the principal's behalf (a manufacturer). However, before the principal decides to engage the agent in their member-gets-member campaign, the principal needs to know whether a particular agent has the appropriate characteristics and whether the agent will have the proper motivations to behave in accordance with the principal's goals. Moreover, the principal needs to know how the agent's ideas and behaviour can be changed. In this article, concepts from opinion leadership, social network theory and attitude research are used to test and evaluate the characteristics of the agent, who voluntarily participated in a member-gets-member campaign of a large producer of several brands of dog food. The outcomes show that agents that participate in the member-gets-member campaigns have characteristics which might be desirable for the manufacturer: these agents are opinion leaders and have a positive brand attitude. To some extent, these agents also ask permission from the consumer whether they are allowed to make them members and seek membership from people with whom they have close ties. The results also show that the agents positively respond to incentives used by the manufacturer. In general, the agents are not motivated to oversell the membership to the consumers.     

Strategic shifts that build executive leadership

Organizations are challenged to develop leaders who can think strategically about the business and solve systemic problems. How can mid-level leaders develop this capability? Herein, we describe five strategic shifts in perspective that are essential for mid-level managers in transitioning successfully to strategic leadership positions. All five shifts improve mid-level leaders’ ability to look beyond tactics to see wider opportunities and enable strategic impact. The shifts are iterative and build on each other. We offer a new model that guides managers in shaping strategic leaders using these five perspective shifts to impact the organization positively and substantially. Further, we provide specific techniques that mid-level managers can employ to shift their perspectives and build personal strategic capabilities. Finally, we share specific ‘Try It’ exercises that mid-level managers can engage in to learn about the preferred concepts.     

Globalization and the Business Schools: Toward Business and World-Sustainable Leadership

Globalization is a force that produces deep changes in business and society. Business schools face great challenges and opportunities in educating future leaders who can work across countries and cultures. This article presents some strategic issues regarding the type of education that business schools should offer from a global perspective, aimed at developing business leaders/managers endowed with knowledge, values, and cross-cultural intelligence to seek progress for their communities, their businesses, and society at large. These goals must be achieved in a world of multilevel access to education and jobs with a more equitable array of opportunities for both developed and developing markets.     

互联网令融浪潮下的商业银行转型研究

2013年被誉为中国的互联网金融元年。这一年,各类互联网金融平台和产品层出不穷,给予银行业新的威胁和思考．银行在互联网金融冲击下的转型方案是：开展混业经营。打造全能型银行;把握富裕人群,重点发展财富管理业务;物理网点与网络渠道相结合,建设多渠道经营模式;建设商业银行自己的电商平台;培养全面复合型金融人才.     

论网络口传中意见领袖作用的内在机理及其危机公关

网络时代,网络口碑传播已从众多的传统营销模式中脱颖而出,成为企业和广告商青睐有加的营销手段。越来越多的人利用网络这个平台,公开发表自己对于某种社会现象或社会问题的见解并提出意见,网络意见领袖应势而生。在网络环境下,意见领袖作用的内在机制表现在作用层面、作用平台和作用表现三个方面。对于网络口传中的负面影响,要充分发挥意见领袖的作用,做出适当的危机公关。企业应正确认识和对待网络意见领袖的作用机制、影响力及危机公关,为网络口碑营销开拓新路。