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Darren Dahl (Editor in Chief)Eileen FischerGita JoharVicki Morwitz

18 out of 120

Distinctive Roles of Lead Users and Opinion Leaders in the Social Networks of Schoolchildren

Jan Kratzer, Christopher Lettl
DOI: http://dx.doi.org/10.1086/599324 646-659 First published online: 1 December 2009


Prior research has shown that both lead users and opinion leaders may propel the diffusion of innovation. This raises the question of whether lead users and opinion leaders are positioned similarly in social networks, which we address using a sample of 23 school classes consisting of 537 children. Research among children is very scarce in this particular domain. Our statistical analyses based on hierarchical linear modeling reveal two general results: first, lead users among children appear to possess a variety of links between clusters; second, opinion leaders are locally positioned within clusters of children and have many direct links.

  • Child/Adolescent Consumer
  • Diffusion, Innovation, Technology
  • Sociological Theories/Analysis
  • Word-of-Mouth/Opinion Leadership
  • Hierarchical Models
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