Mutually Adaptive Effects of Interpersonal Communication

Fred D. Reynolds · William R. Darden

153 citations0/0 files storedJournal of Marketing Research

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Digital Marketing and Social Media Marketing and Advertising Strategies Opinion Dynamics and Social Influence

Abstract

By adding a new dimension, information seeking, to the traditional way of measuring opinion leadership, this article suggests an additional conceptualization of interpersonal communication and influence.

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1958Social Theory and Social Structure 1969Risk Taking and Information Handling in Consumer Behavior 1962Methods of Measuring Opinion Leadership 1951Channels of Communication in Small Groups 1970Overlap of Opinion Leadership across Consumer Product Categories 1970The Identity of Women's Clothing Fashion Opinion Leaders

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