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Influence of opinion leadership identification criteria: The purchase of smartphones

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  • Romero-Rodríguez, Margarita E.
  • Rodríguez-Donate, M. Carolina
  • Hernández-García, M. Carmen
  • Rodríguez-Brito, M. Gracia

Abstract

The role of opinion leaders in disseminating information on technology-type products in the market, such as smartphones, is of great interest to tech sector companies. From a survey conducted among young university students, the main distinguishing features of opinion leaders in smartphone purchases are analysed through alternative identification criteria. The results show that some of the distinguishing traits include greater expenditure in the acquisition of smartphones, lower frequency of replacement, having owned a large number of these devices, and showing a more positive emotional bond when purchasing smartphones. Moreover, the criterion used in identification of the opinion leader is relevant.

Suggested Citation

  • 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).
    • Handle: RePEc:eee:joreco:v:56:y:2020:i:c:s0969698920301181
    DOI: 10.1016/j.jretconser.2020.102155
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    References listed on IDEAS

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