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 …

The increasing emphasis on understanding the antecedents and consequences of customer-
to-customer (C2C) interactions is one of the essential developments of customer …

This ground-breaking volume on the relationships between tourism and innovation provides
an overview of relevant innovation theories and related literatures on entrepreneurship …

Opinion leaders are the people in a social network who have the greatest influence on other
people's acknowledgment or adoption of products/services in the diffusion process of …

It has been conjectured that the peer-based recommendations associated with electronic
commerce lead to a redistribution of demand from popular products or" blockbusters" to less …

Digital technologies have made networks ubiquitous. A growing body of research is
examining these networks to gain a better understanding of how firms interact with their …

With the explosive growth of online user-generated content and the desire by marketers to
better utilize this space, it is beneficial to understand the viral diffusion of such content and to …

Historically, when targeting potential adopters of a new product, firms have tended to focus
first on people with disproportional effect on others, often labeled “opinion leaders.” The …

When companies launch new products, they need to understand the impact of publicity and
advertising on sales. What is their relative effectiveness? Do they strengthen each other …

Marketing is a part of daily life for people and organizations everywhere, perhaps more so
than any other business discipline. We turn to markets to find, evaluate, select, and buy …