Influencing and being influenced : effects of individual influence and susceptibility on new product adoption
Year of publication: |
2022
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Authors: | Zhang, Honghong ; Gong, Xiushuang |
Published in: |
The journal of product & brand management. - Bingley : Emerald, ISSN 2054-1643, ZDB-ID 2020682-3. - Vol. 31.2022, 6, p. 886-898
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Subject: | Gender studies | New product adoption | Opinion leadership | SEM | Social influence | Konsumentenverhalten | Consumer behaviour | Innovation | Produktentwicklung | New product development | Soziale Beziehungen | Social relations | Innovationsdiffusion | Innovation diffusion | Geschlecht | Gender |
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