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Influence Of Opinion Leaders On The Diffusion Of Innovative Products: A Study On Smartphone Users

Year 2014, Volume: 3 Issue: 2, 233 - 246, 01.06.2014

Abstract

This study examines the influence of opinion leaders on the innovative product buying decisions of consumers. Opinion leaders have a critical importance in the diffusion of innovative products by the word of mouth marketing method. It is very important in terms of competition that businesses carry out their activities taking this fact into consideration and design their communication systems accordingly. A questionnaire was carried out with smart phone users for this purpose. Results of the study were subjected to regression and correlation analyses, and the relationship among the word of mouth marketing, opinion leaders and efforts of marketing was explored. Results have shown that consumers are influenced by opinion leaders when buying an innovative product, and that opinion leaders, when compared with marketing efforts, have a higher influence on consumers.

References

  •  Arndt, J. (1967). Word of Mouth Advertising and Informal Communication, Boston: Harvard University Press Avermaete, T. and Others, (2003). Determinants of Innovation Is Small Food Firms, European Journal of Innovation Management, Vol: 6, p. 8-17.
  •  Camison Z, C., Lapiedra-A, R., Segerra C, M., & Boronat N, M,(2004). “A MetaAnalysis Of Innovation And Organizational Size” Organization Studies, Vol: 25, p. 331-3
  •  Cosmas C. Stephen and Sheth N.Jagdish, (1980). Identification Of Opinion Leaders Across Cultures: An Assessment For Use In The Diffusion Of Innovations And Ideas Source, Journal of International Business Studies, Vol: 11, p. 66-73
  •  Chaudhry S, A, Irshad, W, (2013). Opinion Leadership and Its Role in Buyer Decision Making Academy of Contemporary, Research Journa, Vol: 1, p.17
  •  Davis A, Khazanchi, D (2008). An Empirical Study Of Online Word Of Mouth As A Predictor For Multi Product Category E-Commerce Sales, Internet Marketing. Vol: 18(2), p.130-141
  •  Damanpour, F. (1996). Organizational Complexity And Innovation: Developing And Testing Multiple Contingency Models, Management Science. Vol: 42(5), p. 693-7
  •  Desatnick, R.L. (1987). Managing to Keep the Customer. San Francisco: CA: Jossey-Bass
  •  Elihu K. (1957). The Two-Step Flow of Communications: An Up-to-Date Report on a Hypothesis, Public Opinion Quarterly Vol: (21), p. 61-78.
  •  Engel, J. F., Roger D. & Paul W. M. (1990). Consumer Behavior, New York: Chernow Editioral Services, Inc.
  •  Gildin, S. (2003).Understanding the Power of Word of Mouth, Revısta De Admınıstração Mackenzıe , Vol: 4(1): p.91-106
  •  Hogan, J. E., Lemon, K. N. & Lıbaı, B. (2004). Quantifying the Ripple: Word of Mouth and Advertising Effectiveness, Journal of Advertising Research, Vol: 44(3): p. 35-42.
  •  Johannessen, J. A., Olsen, B., & Lumpkin, G. T.(2001). Innovation As Newness: What Is New, How New And New To Whom?, European Journal of Innovation Management Vol: 4(1), p.0-31.
  • Johne, A. (1999). Successful Market Innovation, European Journal of Innovation Management Vol: (1), p. 6-11.
  •  Jansen, B, J., Zhang, M., Sobel, K. & Chowdury, A. (2009). Twitter Power: Tweets as Electronic Word of Mouth, Journal of American Society for Information Science and Technology. Vol: 60(11), p. 2169-2188 Karaca, Y. (2010). Tüketici Satın Alma Karar Sürecinde Ağızdan Ağıza Pazarlama, İstanbul: Beta Yayınları.
  •  Koç, O. Ve Yavuz, Ç. (2011). İnovasyon ve Rekabet Açısından Kızıl Kraliçe Etkisi, Kahramanmaraş Sütçü İmam Üniversitesi İİBF Dergisi. Vol: 01(02), p. 65-79
  •  Kotler, P. & Amstrong, G. (2005). Principles of Marketing, New Jersey: Prentice Hall.
  •  Kırım, A. (2007). İnovasyon: Para Kazandıran Yenilikçilik, İstanbul: Sistem Yayıncılık
  •  Lau, G, T & Ng, S. (2001). Individual And Situational Factors Influencing Negative Word Of Mouth Behavior. Canadian Journal of Administrative Sciences. Vol: 18(3), p. 163-178
  •  Lazarsfeld, P. F., Berelson, B. & Gaudet, H. (1944). The People´s Choice: How The Voters Makes Up His Mind In A Presidential Campaign. New York: Columbia University Press.
  •  Lazarsfeld, P. F., Berelson, B. & Gaudet, H. (1948). The People´s Choice: How The Voters Makes Up His Mind In A Presidential Campaign. New York: Columbia University Press.
  •  Lee, M. & Youn, S. (2009). Electronic Word Of Mouth: How E-WOM Platforms Influence Consumer Product Judgement, International Journal of Advertising Vol: 28(3), p. 473-499
  •  Lerud, P. (2007). Opinion Leaders And Word-Of Mouth, Master Thesis, Lund University, Lund.
  •  Little, W., Onions, C. & Friedrichsen, G. (1973). The Shorter Oxford English Dictionary, Oxford: Oxford at the Clarendon Press.
  •  Litvin, S,W., Goldsmith, R. E. & Pan, B. (2005). Electronic Word Of Mouth İn Hospitality And Tourism Management, Tourism Management, Vol: (1), p.1-30
  • Menzel, H. & Katz, E. (1995). Social Relations and Innovation in the Medical
  • Profession: The Epidemiology of a New Drug, Public Opinion Quarterly Vol: 1(9), p. 337-52  Meyers, H. J. & Robertson S. T. (1972). Dimensions of Opinion Leadership, Journal of Marketing Research Vol: (9), p. 41-46 Oslo Klavuzu.( 2006). Yenilik Verilerinin Toplanması ve Yorumlanması için İlkeler, Ekonomik İşbirliği ve Kalkınma Örgütü Avrupa Birliği İstatistik Ofisi. http://www.tubitak.gov.tr/tubitak_content_files/BTYPD/kilavuzlar/Oslo_3_TR.pd f, (Access Date :11. 12. 2013)
  •  Rogers, E. (1983). Diffusion of Innovations. New York: The Free Press.
  •  Schıffman, G. L. & Kanuk. L. L.( 2004). Consumer Behavior. New Jersey: Pearson Education International Prentice Hall
  •  Silk, J A. (1971). Response Set and the Measurement of Self-Designated Opinion Leadership,Public Opinion Quarterly Vol: (13), p. 383-97.
  •  Sun, T., Youn, S., Wu, G. & Kuntaraporn, M.( 2006). Online Word Of Mouth: An Exploration Of Its Antecedents And Consequences, Journal of ComputerMediated Communication Vol: (11), p.1104-1127
  •  Tybout, A.M., Calder, B.J. & Sternthal, B. (1981). Using Information Processing Theory To Design Marketing Strategies, Journal of Marketing Research Vol: (23), p. 73–9.
Year 2014, Volume: 3 Issue: 2, 233 - 246, 01.06.2014

Abstract

References

  •  Arndt, J. (1967). Word of Mouth Advertising and Informal Communication, Boston: Harvard University Press Avermaete, T. and Others, (2003). Determinants of Innovation Is Small Food Firms, European Journal of Innovation Management, Vol: 6, p. 8-17.
  •  Camison Z, C., Lapiedra-A, R., Segerra C, M., & Boronat N, M,(2004). “A MetaAnalysis Of Innovation And Organizational Size” Organization Studies, Vol: 25, p. 331-3
  •  Cosmas C. Stephen and Sheth N.Jagdish, (1980). Identification Of Opinion Leaders Across Cultures: An Assessment For Use In The Diffusion Of Innovations And Ideas Source, Journal of International Business Studies, Vol: 11, p. 66-73
  •  Chaudhry S, A, Irshad, W, (2013). Opinion Leadership and Its Role in Buyer Decision Making Academy of Contemporary, Research Journa, Vol: 1, p.17
  •  Davis A, Khazanchi, D (2008). An Empirical Study Of Online Word Of Mouth As A Predictor For Multi Product Category E-Commerce Sales, Internet Marketing. Vol: 18(2), p.130-141
  •  Damanpour, F. (1996). Organizational Complexity And Innovation: Developing And Testing Multiple Contingency Models, Management Science. Vol: 42(5), p. 693-7
  •  Desatnick, R.L. (1987). Managing to Keep the Customer. San Francisco: CA: Jossey-Bass
  •  Elihu K. (1957). The Two-Step Flow of Communications: An Up-to-Date Report on a Hypothesis, Public Opinion Quarterly Vol: (21), p. 61-78.
  •  Engel, J. F., Roger D. & Paul W. M. (1990). Consumer Behavior, New York: Chernow Editioral Services, Inc.
  •  Gildin, S. (2003).Understanding the Power of Word of Mouth, Revısta De Admınıstração Mackenzıe , Vol: 4(1): p.91-106
  •  Hogan, J. E., Lemon, K. N. & Lıbaı, B. (2004). Quantifying the Ripple: Word of Mouth and Advertising Effectiveness, Journal of Advertising Research, Vol: 44(3): p. 35-42.
  •  Johannessen, J. A., Olsen, B., & Lumpkin, G. T.(2001). Innovation As Newness: What Is New, How New And New To Whom?, European Journal of Innovation Management Vol: 4(1), p.0-31.
  • Johne, A. (1999). Successful Market Innovation, European Journal of Innovation Management Vol: (1), p. 6-11.
  •  Jansen, B, J., Zhang, M., Sobel, K. & Chowdury, A. (2009). Twitter Power: Tweets as Electronic Word of Mouth, Journal of American Society for Information Science and Technology. Vol: 60(11), p. 2169-2188 Karaca, Y. (2010). Tüketici Satın Alma Karar Sürecinde Ağızdan Ağıza Pazarlama, İstanbul: Beta Yayınları.
  •  Koç, O. Ve Yavuz, Ç. (2011). İnovasyon ve Rekabet Açısından Kızıl Kraliçe Etkisi, Kahramanmaraş Sütçü İmam Üniversitesi İİBF Dergisi. Vol: 01(02), p. 65-79
  •  Kotler, P. & Amstrong, G. (2005). Principles of Marketing, New Jersey: Prentice Hall.
  •  Kırım, A. (2007). İnovasyon: Para Kazandıran Yenilikçilik, İstanbul: Sistem Yayıncılık
  •  Lau, G, T & Ng, S. (2001). Individual And Situational Factors Influencing Negative Word Of Mouth Behavior. Canadian Journal of Administrative Sciences. Vol: 18(3), p. 163-178
  •  Lazarsfeld, P. F., Berelson, B. & Gaudet, H. (1944). The People´s Choice: How The Voters Makes Up His Mind In A Presidential Campaign. New York: Columbia University Press.
  •  Lazarsfeld, P. F., Berelson, B. & Gaudet, H. (1948). The People´s Choice: How The Voters Makes Up His Mind In A Presidential Campaign. New York: Columbia University Press.
  •  Lee, M. & Youn, S. (2009). Electronic Word Of Mouth: How E-WOM Platforms Influence Consumer Product Judgement, International Journal of Advertising Vol: 28(3), p. 473-499
  •  Lerud, P. (2007). Opinion Leaders And Word-Of Mouth, Master Thesis, Lund University, Lund.
  •  Little, W., Onions, C. & Friedrichsen, G. (1973). The Shorter Oxford English Dictionary, Oxford: Oxford at the Clarendon Press.
  •  Litvin, S,W., Goldsmith, R. E. & Pan, B. (2005). Electronic Word Of Mouth İn Hospitality And Tourism Management, Tourism Management, Vol: (1), p.1-30
  • Menzel, H. & Katz, E. (1995). Social Relations and Innovation in the Medical
  • Profession: The Epidemiology of a New Drug, Public Opinion Quarterly Vol: 1(9), p. 337-52  Meyers, H. J. & Robertson S. T. (1972). Dimensions of Opinion Leadership, Journal of Marketing Research Vol: (9), p. 41-46 Oslo Klavuzu.( 2006). Yenilik Verilerinin Toplanması ve Yorumlanması için İlkeler, Ekonomik İşbirliği ve Kalkınma Örgütü Avrupa Birliği İstatistik Ofisi. http://www.tubitak.gov.tr/tubitak_content_files/BTYPD/kilavuzlar/Oslo_3_TR.pd f, (Access Date :11. 12. 2013)
  •  Rogers, E. (1983). Diffusion of Innovations. New York: The Free Press.
  •  Schıffman, G. L. & Kanuk. L. L.( 2004). Consumer Behavior. New Jersey: Pearson Education International Prentice Hall
  •  Silk, J A. (1971). Response Set and the Measurement of Self-Designated Opinion Leadership,Public Opinion Quarterly Vol: (13), p. 383-97.
  •  Sun, T., Youn, S., Wu, G. & Kuntaraporn, M.( 2006). Online Word Of Mouth: An Exploration Of Its Antecedents And Consequences, Journal of ComputerMediated Communication Vol: (11), p.1104-1127
  •  Tybout, A.M., Calder, B.J. & Sternthal, B. (1981). Using Information Processing Theory To Design Marketing Strategies, Journal of Marketing Research Vol: (23), p. 73–9.
There are 31 citations in total.

Details

Journal Section Articles
Authors

Yusuf Karaca This is me

Ahmet Uyar This is me

Publication Date June 1, 2014
Published in Issue Year 2014 Volume: 3 Issue: 2

Cite

APA Karaca, Y., & Uyar, A. (2014). Influence Of Opinion Leaders On The Diffusion Of Innovative Products: A Study On Smartphone Users. Journal of Business Economics and Finance, 3(2), 233-246.

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