Timo Gnambs, Bernad Batinic,
"A personality-competence model of opinion leadership."
, in Psychology & Marketing., Vol. 29, Nummer 8, Seite(n) 606-621, 2012
A personality-competence model of opinion leadership.
Sprache des Titels:
Opinion leaders constitute a central consumer segment for targeted marketing strategies. By separating opinion leadership into a generalized and domain-specific component this study examines the psychological profile of N = 417 consumers from Germany and incorporates opinion leadership into a hierarchical framework of human personality. Results emphasize two major sources of domain-specific opinion leadership: personality in the form of a general, domain-independent influencer trait and competencies in terms of product-specific knowledge. Moreover, the study highlights a number of traits including the Big Five of personality, typical intellectual engagement, and general self-efficacy that form a distinct personality profile of domain-specific opinion leadership. The effects of these personality traits on domain-specific opinion leadership are partially mediated by generalized opinion leadership and objective knowledge.