Opinion leadership in a computer-mediated environment

Barbara Lyons · Kenneth V. Henderson

293 citations0/0 files storedJournal of Consumer Behaviour

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Digital Marketing and Social Media Technology Adoption and User Behaviour Knowledge Management and Sharing

Abstract

This paper investigates the characteristics of opinion leaders within the computer-mediated environment, analyses the differences between online opinion leaders and online non-leaders and examines the implications of opinion leadership theory for e-commerce. This study finds that opinion leaders in computer-mediated environments possess significantly higher levels of enduring involvement, innovativeness, exploratory behaviour and self-perceived knowledge than non-leaders. Online opinion leaders also possess greater computer skills, have used the internet for a longer period of time and use the internet more frequently for longer sessions than non-leaders. Copyright © 2005 John Wiley & Sons, Ltd.

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References

2025Advances in Consumer Research 1985Measuring the Involvement Construct 1996Marketing in Hypermedia Computer-Mediated Environments: Conceptual Foundations 1981Toward a Theory of Intrinsically Motivating Instruction*1980Innovativeness, Novelty Seeking, and Consumer Creativity 1978Innovativeness: The Concept and Its Measurement 1991Measuring Consumer Innovativeness 1992Microcomputer Playfulness: Development of a Measure With Workplace Implications

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