Targeting Women's Clothing Fashion Opinion Leaders In Media Planning: An Application For Magazines
Eric Vernette University of Toulouse
The interest in opinion leadership was first investigated by sociologists in the United States in the 1950s. Their studies showed how those opinion leaders who are more exposed to media process the information they receive and forward it to their immediate circle of friends or relatives (Katz and Lazarsfeld, 1955). In marketing, the opinion leader is someone who informally influences the attitudes of other individuals in an intended direction (Reynolds and Wells, ...