search query: @author Goldsmith, R. / total: 2
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| Author: | Flynn, L. Goldsmith, R. Eastman, J. |
| Title: | Opinion leaders and opinion seekers: two new measurement scales |
| Journal: | Journal of the Academy of Marketing Science
1996 : SPRING, VOL. 24:2, p. 137-147 |
| Index terms: | MARKETING LEADERSHIP MEASUREMENT |
| Language: | eng |
| Abstract: | The authors describe the development and validation of multiple-item self-report scales to measure opinion leadership and opinion seeking for specific product or service domains. The concepts of opinion leadership and opinion seeking are defined, previous attempts to measure them are critiqued, and the scale development process is described. Five separate studies using data from 1,128 student and adult respondents provide ample evidence for the unidimensionality , the reliability, and the construct and criterion-related validity of the resulting scales. |
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