Behavior patterns of the modern opinion leaders in the Latvian Design…
Behavior patterns of the modern opinion leaders in the Latvian Design Market
Find out about the Internet-based opinion leaders in the Latvian interior design industry and to describe their behavior patterns
None of them has analyzed what the behavior patterns of the opinion leaders
Two kinds of research tools – quantitative and qualitative - will be used
Opinion leaders learn about innovations from professionals/professional sources.
The background of opinion leaders in Latvian interior design market is relevant
Internet-based opinion leaders in Latvian interior design market are asked for opinion about other subjects that are not related to interior design.
The information exchange patterns of the Internet-based opinion leaders in the Latvian interior design market are similar among them.
Merwe & Heerden (2009) company does not have to look for different opinion leaders for specific products. Their study shows that the same individuals are opinion leaders in general (not domain specific)
Merton (1957) defined two types of opinion leaders – monomorphic and polymorphic, while Doumit, Wright, Graham, Smith, & Grimshaw (2011) indicated that most of the opinion leaders are monomorphic, meaning that they influence only one practice area
Study by Doumit, Wright, Graham, Smith, & Grimshaw (2011) indicated that opinion leaders are not stable and should be re-introduced every year
Techniques and ways to identify opinion leaders
Song, Chi, Hino, & Tseng (2007)
Lyons & Henderson (2005),
Valente & Pumpuang (2007)
It has been estimated that opinion leaders are more frequent within product categories that give pleasure, such as chocolate, wine, fashion and others (Feickand Price, 1987)