ABSTRACT Consumers differ in their involvement in new product purchase decisions. Opinion leaders usually show a higher involvement in their purchase decisions than other consumers. This leads to a higher stability in their answers when being asked about their preferences. An important question...

Consumers interact with each other and within their social networks. Influentials have an overproportional influence on other consumers? preferences and choices, thus having relevant implications for product development, marketing planning and strategic marketing. An important question that...