First paragraph: To take risks is to take decisions for which the favourability of outcomes is uncertain. Therefore, every individual and business entity is a risk taker at some level. However, the existence of risk takers who are prepared to put their capital and, or, reputation at risk in the...

Consumers may observe previous consumers’ choices. They may follow their choices if they think these consumers are better informed. In turn, firms may concentrate on influencing the early consumers. This, in turn, changes the nature of early consumers’ choice behavior as a signal for other...

Opinion leaders play important roles in interpersonal communication. Marketers can contact the opinion leaders and reduce costs and improve overall communication efficacy by communicating effectively with them. This study investigates the opportunity of consumers becoming opinion leaders and...

This paper provides a literature review and preliminary field observations on the topic of political representation in the Chinese cyberspace. The authors demonstrate that multiple new communication platforms are being established in the Chinese cyberspace. These new platforms not only transform...