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To model the relationships between consumer need for uniqueness and attention to social comparison information with fashion opinion leadership and fashion opinion seeking.

A total of 201 US undergraduate students were surveyed and standard scales were used to measure consumer need for uniqueness, attention to social comparison information, fashion opinion leadership, and fashion opinion seeking.

Both consumer need for uniqueness and attention to social comparison information were positively related to fashion opinion leadership. Attention to social comparison information was also positively related to fashion opinion seeking, but consumer need for uniqueness was negatively related to fashion opinion seeking.

The findings are limited to US consumers and the convenience sample. Other limitations include the specific measures used, and the cross‐sectional survey method prevents one from making causal statements. The effects of other, unmeasured variables could not be assessed.

Apparel marketers seeking to encourage opinion leaders to promote their lines of new clothing might devise appeals emphasizing the social significance of the new products and how they bestow uniqueness on their owners. Such appeals might be more effective than those not stressing these psychological motivations. Appeals to consumers more likely to seek than to give opinions might also stress the social significance of the clothing, but appeals to uniqueness might not be effective with these consumers. Perhaps a belongingness appeal would be more effective.

These psychological concepts have not been studied very much in the clothing/fashion product domain. They give new insights into the psychology of clothing opinion leaders and opinion seekers.

This paper aims to investigate the relationship between a sustainable university brand and the intention of international students to study at Universiti Sains Malaysia (USM), one of Malaysia’s premier universities. Moreover, the study explored the moderating effect of opinion leaders on the intention of international students to study at USM.

A survey involving 391 international students was conducted using a self-assessment questionnaire, data from which were analysed using partial least squares structural equation modelling.

Empirical data show that USM’s sustainability brand had a positive impact on international students’ intention to study at the university, but opinion leaders had no significant sway in influencing this decision. This finding could be attributed to USM’s established reputation as a sustainable university, which helps cement its standing as the top choice for international students.

This research only focussed on international students at one Malaysian university. Hence, the findings are not generalisable, in particular, to illuminate the experiences of students at non-Malaysian institutions, whose contexts are inevitably different than Malaysia’s.

This study offered a dimensional insight into the university management on the pivotal branding of sustainability as one of the important tools for attracting international students to study at the university. In light of the findings, it is suggested that universities magnify their efforts to support the sustainable agenda, to help create a sustainable university brand that adds value to the interests of stakeholders.

Universities are continuously faced with challenges in terms of branding. Besides, not many universities are branded as sustainable universities despite the high involvement in sustainability-focused activities. Research has scarcely focused on the influence of the “sustainable university brand” on the marketing effort of the university to international students. In studies where this topic was highlighted, they focused on the opinion leader as the moderating influence of the choice of university amongst international students.

Opinion leaders are important disseminators of information. Considers their relevance to the marketing of wine by assessing whether they are a reachable segment with respect to their demography and information needs. The importance of information from articles, books and television programmes is significantly associated with opinion leadership status. Furthermore, opinion leadership status is significantly associated with technical information on wines. This group, who tend to be the “heavy” buyers, is an important segment on whom producers should focus their attentions. Identifying them, however, cannot be undertaken demographically but, rather, they should be isolated by their information‐seeking behaviour. Targeting them by ensuring a constant flow of wine journalism of a more technical nature will feed their quest for information with which to impress and/or influence others.

This cross-disciplinary, empirical study aims to examine the phenomenon of organizational opinion leadership. Extant research concerning social capital and both referent and expert power suggests that informal opinion leaders within an organizational setting have the ability to influence their co-workers. This study focuses on the transformational leadership characteristics of idealized influence-attributed (charisma) and -behavior (role modeling). The social exchange aspects of the opinion leader–seeker relationship process are examined through an application of dyadic concepts found within leader–member exchange (LMX) theory. This study examines potential outcomes of opinion leader influence, specifically, opinion-seeker perceived organizational support (POS), affective commitment and normative commitment.

This study examines the dynamics of organizational opinion leader (OOL)–organizational opinion seeker (OOS) relationship to determine whether OOLs influence OOSs through role modeling and charisma, captured through the idealized influence aspect of transformational leadership. The OOL–OOS relationship is examined through the lens of LMX, commonly used to examine supervisor–subordinate exchange relationships. This study also examines whether OOLs’ idealized influence and OOL–OOS exchange relationships are related to OOSs’ perceived organizational support (POS) and both affective and normative commitment, and whether POS mediates their influence. Hypotheses are offered and survey data collected from a heterogeneous sample of 646 individuals is examined using structural equation modeling.

The results suggest that idealized influence consistently positively influences the outcomes. LMX-affect, -loyalty and -professional respect influence OOS perceptions of POS. Idealized influence and POS influence OOS affective and normative commitment. LMX-affect influences OOS affective and normative commitment, while LMX-loyalty influences normative commitment. LMX-professional respect slightly influenced OOS affective commitment negatively, suggesting that respect does not engender positive feelings and had no influence on normative commitment.

This interdisciplinary study integrates concepts found within marketing, political science and organizational literature works to shed new light on the informal influence organizational members have on one another, which furthers our understanding of both shared leadership and opinion leadership. This research provides another frame for the concept of shared leadership, suggesting that OOL influence occurs horizontally and vertically within organizations. The overall findings suggest that both the characteristics of opinion leaders and the quality of OOL–OOS relationships matter.

This research highlights the importance of recognizing and enabling organizational members whose opinions are sought by their peers. Organizational opinion leadership exists within organization and influences organizational members’ attitudes and perceptions. Therefore, it is a necessity that organizations understand the phenomenon and guide it, much as organizational culture is guided, so that it produces positive organizational outcomes.

Very little research exists concerning organizational opinion leadership. This study breaks new ground by developing theory, applying accepted constructs to the phenomenon and empirically testing the impact of opinion leadership.

Declares that diffusion (a term employed to describe the process whereby an innovation or a new idea or practice spreads through a social system over time) is a summary term used to embrace studies which trace the process of diffusion, the process of adoption and the patterns of influence involved. Acknowledges that even allowing for low involvement of marketing research in diffusion, marketing management's interest in this area can be guided and controlled. States that information is diffused through some form of communication channel – these may be one of two types: vertical channels, which exist if ‘there is a meaningful difference in the interests, social status, demographic or economic characteristics of the communication units’; and horizontal channels, which occur where communications flows among members of groups with similar interests and characteristics – these groups may be work groups, social groups, etc. Investigates sources of information and influence – in particular the two basic ones of: impersonal sources via the mass media; and personal sources involving the opinion leader in a two‐step flow of communication. Closes by discussing the implications of the two‐step flow for marketing in depth, with recommendations.

This paper aims to test hypothesized relationships of consumer need for uniqueness, attention to social comparison information, status consumption, and role‐relaxed consumption with opinion leadership and opinion seeking for new fashionable clothing.

The authors surveyed 598 consumers between the ages of 18 and 83 years using a self‐administered questionnaire. Correlation and linear regression analyses showed that all four independent variables were related to both dependent variables.

Consumer need for uniqueness was related positively to opinion leadership, but negatively with opinion seeking for younger consumers. Attention to social comparison information was positively related more highly to opinion seeking than to opinion leadership. Status consumption had the largest overall positive association, followed by role‐relaxed consumption, which was negatively related.

Some findings confirm earlier studies and some break new ground. The findings are limited to US consumers and the convenience sample. Other limitations include the specific measures used and the cross‐section survey method precludes making causal statements. The effects of other, unmeasured variables could be assessed.

Apparel marketers seeking to encourage opinion leaders to promote their lines of new clothing might devise appeals emphasizing the social significance and status of the new fashions and how they bestow uniqueness on their wearers.

The study not only confirms previous findings regarding consumer need for uniqueness and attention to social comparison information, but expands the description of motivating factors with status and role‐relaxed consumption.

The purpose of this paper is to determine hidden drivers of electronic word-of-mouth (eWOM) by modeling attributes of self-relevant and quality-relevant values. This is a meaningful extension of previous consumer behavior research regarding the association of eWOM and self-constructs.

An on-site survey was conducted to collect data. Statistical analyses, including structural equation modeling and multigroup analysis, were used to empirically examine which factors significantly influence café customers to engage in eWOM.

The study found significant drivers of eWOM intentions by examining self-relevant values connected with the café, such as conveying reflected appraisal of self, conspicuous presentation and self-image congruity beyond the simple evaluation of service quality. The moderating effect of consumer opinion leadership on the relationships between those drivers and eWOM intentions was also investigated.

The results demonstrated that consumers’ self-construal value was a salient diver of eWOM intentions rather than service quality value itself. However, the findings showed that these service qualities positively influenced opinion leaders’ eWOM intentions to generate information. This makes an important contribution by providing practical messages for foodservice operators to develop more effective marketing strategies.

The present research extends our understanding of the drivers of eWOM beyond the idea that eWOM simply reflects perceived quality evaluations. The authors found that consumers can construct a self-identity and present themselves to others in the virtual world by showing “what they eat or experience”.

This study investigates online corporate opinion leadership on professional social media from two different perspectives: first, how corporate opinion leadership indicated by corporate followers is related to company revenue and second, what are the drivers and mediators of corporate opinion leadership?

The authors randomly selected more than 300 companies with active profiles on LinkedIn from the S&P 500 list and then collected data on corporate followers as an indicator of corporate opinion leadership and revenue during a year. Moreover, the authors collected daily information on content generated by companies, users, and employees such as job posts, users' reactions to posts, and employee profiles during a 44-day period, which allowed the authors to apply panel estimation techniques to estimate the determinants of corporate opinion leadership.

The estimation results reveal that corporate opinion leadership and business revenue are positively and significantly correlated. Furthermore, after controlling for firm fixed effects and endogeneity, the authors show that corporate, user and employee-generated content (mediated by groups and skills) have a significant impact on corporate opinion leadership.

Individual online opinion leaders are currently paying considerable attention to practitioners. However, professional networking platforms have also created an opportunity to establish corporate opinion leaders who may play an important role in business. The study provides useful and practical insights on the activities that companies can undertake to develop corporate opinion leadership.

This study seeks to expand previous research on opinion leadership with a focus on the corporate dimension, which is increasingly visible on professional networking platforms. Contrary to former research that collected data on perceived opinion leadership, the authors obtained data directly from LinkedIn. Moreover, the authors contribute to signaling and social identity theories by exploring how professional networking platforms constitute an environment for signaling and developing multiple professional identities.

The paper's aim is to mine and analyze opinion formation on the basis of consumer dialogs in online forums.

The study identifies opinions, communication relationships, and dialog acts of forum users using different text mining methods. Utilizing this data, social networks can be derived and analyzed to detect influential users and opinion tendencies. The approach is applied to sample online forums discussing the iPhone.

Combining text mining and social network analysis enables the study of opinion formation and yields encouraging results. Out of the four methods employed for text mining, support vector machines performed best.

The data set applied here is fairly small. More threads on different products will be considered in future work to improve validation.

The approach represents a valuable instrument for online market research. It enables companies to recognize opportunities and risks and to initiate appropriate marketing actions.

This work is one of the first studies that combine communication content, relationships and dialog acts for analyzing opinion formation.

This research examines the direct and indirect effects of immigrant consumers' (heritage vs host) cultural orientation on their opinion leadership, in relation to heritage versus host culture peers. In addition to examining the potential mediation of different exhibitions of innovativeness, the research tests whether the relative size of the immigrant population in a country might affect the relationship of consumers' cultural orientation and opinion leadership.

Tests of the theoretical arguments rely on data from three samples of more than 1,000 consumers collected from Russian immigrants to three countries–Israel, Germany and the United States.

This study offers broad support for the foundational theorizing, in that the findings confirm a mediating role of consumer innovativeness. Cultural orientation relates directly to opinion leadership, though only in two countries with a relatively small (Russian) immigrant population, that is, Germany and the United States. Accordingly, these findings have pertinent theoretical and practical implications.

Little research centers on opinion leaders among immigrant consumer segments or details the antecedents of opinion leadership relative to ethnic and immigrant consumer segments. This study contributes to marketing theory and practice by investigating immigrants from Russia who have migrated to Israel, Germany or the United States and by elucidating whether and to what extent their heritage versus host culture orientations exert indirect (via innovativeness) or direct impacts on their opinion leadership, expressed toward heritage and host culture peers.