Influentials and Influence Mechanisms in New Product Diffusion: An Integrative Review
This study reviews and synthesizes the literature on the role of influentials and the influence process in new product diffusion from a marketing management perspective. Influentials are a broad category of consumers who play important roles in new product diffusion by considerably influencing other...
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| Veröffentlicht in: | Journal of marketing theory and practice 2014-04, Vol.22 (2), p.185-208 |
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| container_title | Journal of marketing theory and practice |
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| creator | Nejad, Mohammad G. Sherrell, Daniel L. Babakus, Emin |
| description | This study reviews and synthesizes the literature on the role of influentials and the influence process in new product diffusion from a marketing management perspective. Influentials are a broad category of consumers who play important roles in new product diffusion by considerably influencing others' adoptions. We develop a conceptual framework using both individual- and market-level research perspectives to highlight several interrelated areas: (1) the theoretical bases of influence on others' adoption decisions; (2) issues concerning how marketers can identify and effectively target influentials; and (3) how significant individual-level processes lead to market-level behavior and outcomes for firms, such as sales and profits. The study synthesizes the relevant research findings and suggests future research directions for improving our knowledge on the role of influentials in new product diffusion. |
| doi_str_mv | 10.2753/MTP1069-6679220212 |
| format | Article |
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| identifier | ISSN: 1069-6679 |
| ispartof | Journal of marketing theory and practice, 2014-04, Vol.22 (2), p.185-208 |
| issn | 1069-6679 1944-7175 |
| language | eng |
| recordid | cdi_proquest_journals_1503763154 |
| source | EBSCOhost Business Source Complete; Jstor Complete Legacy |
| subjects | Consumers Diffusion Diffusion index Influence Managers Marketing Packaged goods Product development Product introduction Social networks Studies |
| title | Influentials and Influence Mechanisms in New Product Diffusion: An Integrative Review |
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