While opinion leadership among household consumers has received considerable attention, the relevance of the concept to industrial purchasers has hardly been considered. This article examines the concept of opinion leadership in an institutional market and presents data which suggest that opinion leaders do exist in this setting. The feasibility and payoff of identifying such influential communicators are also discussed.
CITATION STYLE
Schiffman, L. G., & Gaccione, V. (1974). Opinion Leaders in Institutional Markets. Journal of Marketing, 38(2), 49. https://doi.org/10.2307/1250197
Mendeley helps you to discover research relevant for your work.