Journal
PSYCHOLOGY & MARKETING
Volume 29, Issue 8, Pages 606-621Publisher
WILEY
DOI: 10.1002/mar.20547
Keywords
-
Categories
Ask authors/readers for more resources
Opinion leaders constitute a central consumer segment for targeted marketing strategies. By separating opinion leadership into a generalized and domain-specific component, this study examines the psychological profile of N = 417 consumers from Germany and incorporates opinion leadership into a hierarchical framework of human personality. Results emphasize two major sources of domain-specific opinion leadership (DSOL): personality in the form of a general, domain-independent influencer trait and competencies in terms of product-specific knowledge. Moreover, the study highlights a number of traits including the Big Five of personality, typical intellectual engagement, and general self-efficacy that form a distinct personality profile of DSOL. The effects of these personality traits on DSOL are partially mediated by generalized opinion leadership and objective knowledge.
Authors
I am an author on this paper
Click your name to claim this paper and add it to your profile.
Reviews
Recommended
No Data Available