Influentials and Influence Mechanisms in New Product Diffusion : An Integrative Review

This study reviews and synthesizes the literature on the role of influentials and the influence process in new product diffusion from a marketing management perspective. Influentials are a broad category of consumers who play important roles in new product diffusion by considerably influencing others’ adoptions. We develop a conceptual framework using both individual- and market-level research perspectives to highlight several interrelated areas: (a) the theoretical bases of influence on others’ adoption decisions; (b) issues concerning how marketers can identify and effectively target influentials; and (c) how significant individual-level processes lead to market-level behavior and outcomes for firms such as sales and profits. The study synthesizes the relevant research findings and suggests future research directions for improving our knowledge on the role of influentials in new product diffusion