Finding and utilizing opinion leaders: Social networks and the power of relationships
Research suggests that consumer choice is sub-optimal: simply we satisfice. Limited data, time and expertise render our rationality ‘bounded’. The opinion leader offers a solution to this problem: when faced with a complex choice, we often seek the opinion of an expert. The Web has fueled an unprece...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
AOSIS
2009-09-01
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| Series: | South African Journal of Business Management |
| Online Access: | https://sajbm.org/index.php/sajbm/article/view/545 |