IDEAS home Printed from https://ideas.repec.org/a/cup/jadres/v44y2004i01p90-107_04.html
   My bibliography  Save this article

Targeting Women's Clothing Fashion Opinion Leaders in Media Planning: An Application for Magazines

Author

Listed:
  • VERNETTE, ÉRIC

Abstract

Preparing a media plan aimed at opinion leaders requires accurately identifying and describing the attributes of this target as well as measuring its affinities with different media. Our research findings on women's fashion, particularly magazines, reveal that a media plan targeted at opinion leaders can succeed, that these opinion leaders tend to be positive toward and discuss advertising media, and that they read more women's fashion magazines and have significantly more affinities with such media than nonopinion leaders.

Suggested Citation

  • Vernette, Éric, 2004. "Targeting Women's Clothing Fashion Opinion Leaders in Media Planning: An Application for Magazines," Journal of Advertising Research, Cambridge University Press, vol. 44(1), pages 90-107, March.
    • Handle: RePEc:cup:jadres:v:44:y:2004:i:01:p:90-107_04
    as

    Download full text from publisher

    File URL: https://www.cambridge.org/core/product/identifier/S0021849904040061/type/journal_article
    File Function: link to article abstract page
    Download Restriction: no
    ---><---

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Chen, Chih Ping & Weng, Ju-Yin & Yang, Chin-Sheng & Tseng, Fan-Mei, 2018. "Employing a data mining approach for identification of mobile opinion leaders and their content usage patterns in large telecommunications datasets," Technological Forecasting and Social Change, Elsevier, vol. 130(C), pages 88-98.
    2. Pan, Zhengzheng, 2010. "Trust, influence, and convergence of behavior in social networks," Mathematical Social Sciences, Elsevier, vol. 60(1), pages 69-78, July.
    3. Romero-Rodríguez, Margarita E. & Rodríguez-Donate, M. Carolina & Hernández-García, M. Carmen & Rodríguez-Brito, M. Gracia, 2020. "Influence of opinion leadership identification criteria: The purchase of smartphones," Journal of Retailing and Consumer Services, Elsevier, vol. 56(C).
    4. Yingda Lu & Kinshuk Jerath & Param Vir Singh, 2013. "The Emergence of Opinion Leaders in a Networked Online Community: A Dyadic Model with Time Dynamics and a Heuristic for Fast Estimation," Management Science, INFORMS, vol. 59(8), pages 1783-1799, August.
    5. Seung-Hee Lee & Jane Workman & Kwangho Jung, 2016. "Perception of Time, Creative Attitudes, and Adoption of Innovations: A Cross-Cultural Study from Chinese and US College Students," Sustainability, MDPI, vol. 8(11), pages 1-18, November.
    6. Tuan Q. Phan & David Godes, 2018. "The Evolution of Influence Through Endogenous Link Formation," Marketing Science, INFORMS, vol. 37(2), pages 259-278, March.
    7. Alexandre Steyer & Renaud Garcia-Bardidia & Pascale Quester, 2007. "Modélisation de la structure sociale des groupes de discussion sur Internet: Implications pour le contrôle du marketing viral," Post-Print hal-02054899, HAL.
    8. Gentina, Elodie & Butori, Raphaëlle & Heath, Timothy B., 2014. "Unique but integrated: The role of individuation and assimilation processes in teen opinion leadership," Journal of Business Research, Elsevier, vol. 67(2), pages 83-91.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:cup:jadres:v:44:y:2004:i:01:p:90-107_04. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Kirk Stebbing (email available below). General contact details of provider: https://www.cambridge.org/jar .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.