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An exploratory role analysis of opinion leaders adopters, and communicative adopters with a dynamically continuous innovation

Citation

Hazeldine, M and Miles, M, An exploratory role analysis of opinion leaders adopters, and communicative adopters with a dynamically continuous innovation, Journal of Applied Business Research, 26, (4) pp. 117-129. ISSN 0892-7626 (2010) [Refereed Article]


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Copyright © 2010 The Clute Institute for Academic Research. All Rights Reserved.

Official URL: http://journals.cluteonline.com/index.php/JABR/art...

Abstract

Since Venkatramanís (1989) research on communicative adopters, little attention has been directed toward this segment of consumers who are often very important actors in the adoption process. This research is designed to examine whether Venkatraman's (1989) communicative adopter concept is applicable to dynamically continuous innovations, in this case, Graphic User Interface (GUI) computer software. The communicative adopter group was found to be significantly different than all other groups on all constructs except homophily. Consistent with Venkatraman's (1989) research, the communicative adopter segment can be called "Change Agents." Each of the three segments, opinion leaders, adopters, and communicative adopters, is important to marketers of new GUI computer software, but this research suggests that the best prospects in terms of marketing efforts are the communicative adopters. The results extend research in this area and provide support for theory development. Issues with respect to managerial implications, such as market segmentation strategies, are also discussed.

Item Details

Item Type:Refereed Article
Research Division:Commerce, Management, Tourism and Services
Research Group:Business and Management
Research Field:Entrepreneurship
Objective Division:Economic Framework
Objective Group:Management and Productivity
Objective Field:Marketing
Author:Miles, M (Professor Morgan Miles)
ID Code:67707
Year Published:2010
Deposited By:Management
Deposited On:2011-03-07
Last Modified:2014-11-10
Downloads:0

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