This paper reports on an exploratory study which investigated the personal decision-making process of opinion leaders. A multivariate nominal analysis (MNA) model was developed which significantly predicted interpersonal communication categories with independent variables representing stages of a basic model of consumer decision making.
CITATION STYLE
Reese, R. M., Gomes, R., & LaForge, M. C. (2015). An Empirical Examination of the Pre-Purchase behavior of Opinion Leaders. In Developments in Marketing Science: Proceedings of the Academy of Marketing Science (p. 61). Springer Nature. https://doi.org/10.1007/978-3-319-13159-7_15
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