Accelerating new product diffusion : how lead users serve as opinion leaders in social networks

Nan Wang, Wenxuan Xie, Victor Tiberius, Yong Qiu

Year of publication:	2023
Authors:	Wang, Nan ; Xie, Wenxuan ; Tiberius, Victor ; Qiu, Yong
Published in:	Journal of retailing and consumer services. - Amsterdam [u.a.] : Elsevier, ISSN 0969-6989, ZDB-ID 1204385-0. - Vol. 72.2023, p. 1-12
Subject:	Lead userness \| Opinion leadership \| Domain-specific innovativeness \| Product involvement \| New product diffusion \| Soziales Netzwerk \| Social network \| Produktentwicklung \| New product development \| Innovationsdiffusion \| Innovation diffusion \| Innovation \| Kundenintegration \| Customer integration \| Konsumentenverhalten \| Consumer behaviour \| Social Web \| Social web \| Innovationsmanagement \| Innovation management \| Führungsstil \| Leadership style \| Virales Marketing \| Viral marketing