karaca, yusuf afyon kocatepe üniversitesi - iibf - işletme bölümü, Turkey , yüksel, h. fulya afyon kocatepe üniversitesi - iibf - ingilizce işletme bölümü, Turkey

ARE OPINION LEADERS ALSO OPINION SEEKERS? A RESEARCH ABOUT TECHNOLOGICAL PRODUCTS

27459

Opinion leadership is the subject of many studies but the numbers of the studies about opinion seekers are less. In some product groups there are some available studies which suggest that opinion leaders are also opinion seekers. But these studies are unfortunately inedaquate and the findings are also controversial. Therefore, this research is aim that the proposal of opinion leaders also being opinion seekers is investigated through technological products (computer, smartphone, house electronics, etc.). In that context self-evaluation survey forms are used in the research and 184 valid forms are used in the analysis. According to the findings, for technological products, only 19% of the respondents are found to be both opinion leaders and opinion seekers in a relationship. In addition, it is found that opinion leadership and opinion seeking are not dependent on age and marital status; but there are differences according to other demographic variables.

115

Opinion Leader , Opinion Seeker , Word of Mouth Marketing

Afyon Kocatepe University Journal Of Economics an‎d Administrative Sciences

123