Purpose: The purpose of this present study is to investigate how opinion leaders' responsiveness to social influence varies with network positions (i.e. degree centrality and brokerage) and network density in new product diffusion networks. Design/methodology/approach: This study collected data...

Purpose: This paper explores how consumer psychographics impact responses to sales promotions (SPs), and specifically whether equity sensitivity (ES) moderates attitudes towards sales promotion in the retail purchase experience (PE). Design/methodology/approach: The study examines data from a...

Purpose: This study aims to empirically investigate how susceptibility to social influence in new product adoption varies with one’s structural location in a social network. Design/methodology/approach: The social network data were collected based on a sociometric network survey with 589...