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Identification of Opinion Leaders across Cultures: An Assessment for Use in the Diffusion of Innovations and Ideas

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  • Stephen C Cosmas

    (Virginia Polytechnic Institute and State University)

  • Jagdish N Sheth

    (University of Illinois, Urbana-Champaign)

Abstract

The objectives of this paper were: 1) to determine if there exists an underlying dimensionality of opinion leadership across different cultural groups, and 2) to determine if this underlying structure can be used to identify opinion leaders for the purpose of targeting communications by multinational businesses to assist them in the diffusion of innovations and ideas. Opinion leaders were rated by students representing five different cultural backgrounds. Results tended to show that there is a set of common dimensions by which opinion leaders are evaluated, but that different cultures assign different weights to the dimensions.© 1980 JIBS. Journal of International Business Studies (1980) 11, 66–72

Suggested Citation

  • Stephen C Cosmas & Jagdish N Sheth, 1980. "Identification of Opinion Leaders across Cultures: An Assessment for Use in the Diffusion of Innovations and Ideas," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 11(1), pages 66-72, March.
    • Handle: RePEc:pal:jintbs:v:11:y:1980:i:1:p:66-72
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    Cited by:

    1. Jahanmir, Sara F. & Cavadas, Joana, 2018. "Factors affecting late adoption of digital innovations," Journal of Business Research, Elsevier, vol. 88(C), pages 337-343.
    2. Miguel Gonzalez-Loureiro & Maria José Sousa & Hugo Pinto, 2017. "Culture and innovation in SMEs: the intellectual structure of research for further inquiry," European Planning Studies, Taylor & Francis Journals, vol. 25(11), pages 1908-1931, November.
    3. Demont, Matty & Rutsaert, Pieter & Ndour, Maimouna & Verbeke, Wim & Seck, Papa Abdoulaye & Tollens, Eric, 2012. "Experimental auctions, collective induction and choice shift: Willingness-to-pay for rice quality in Senegal," 2012 Conference, August 18-24, 2012, Foz do Iguacu, Brazil 126861, International Association of Agricultural Economists.

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