Satornino, Cinthia Beccacece; Andrews, Demetra; Perren, … - In: Journal of Consumer Marketing 37 (2019) 2, pp. 160-169
Purpose: Previous research studies assume that influential consumers (“influentials”), who play a powerful role in the marketplace, are persuasive (or not) based on innate, static personality traits. By contrast, this paper proposes an emergence-based view of influentials. Grounded in...