A Personality-Competence Model of Opinion Leadership

Autor(en): Gnambs, Timo
Batinic, Bernad
Stichwörter: ACADEMIC-PERFORMANCE; BIG 5; Business; Business & Economics; COMMON METHOD VARIANCE; CONSUMER SELF-CONFIDENCE; COVARIANCE STRUCTURE MODELS; INDIVIDUAL-DIFFERENCES; MARKET MAVENS; ORGANIZATIONAL RESEARCH; Psychology; Psychology, Applied; STRUCTURAL EQUATION MODELS; TYPICAL INTELLECTUAL ENGAGEMENT
Erscheinungsdatum: 2012
Herausgeber: WILEY-BLACKWELL
Journal: PSYCHOLOGY & MARKETING
Volumen: 29
Ausgabe: 8
Startseite: 606
Seitenende: 621
Zusammenfassung: 
Opinion leaders constitute a central consumer segment for targeted marketing strategies. By separating opinion leadership into a generalized and domain-specific component, this study examines the psychological profile of N = 417 consumers from Germany and incorporates opinion leadership into a hierarchical framework of human personality. Results emphasize two major sources of domain-specific opinion leadership (DSOL): personality in the form of a general, domain-independent influencer trait and competencies in terms of product-specific knowledge. Moreover, the study highlights a number of traits including the Big Five of personality, typical intellectual engagement, and general self-efficacy that form a distinct personality profile of DSOL. The effects of these personality traits on DSOL are partially mediated by generalized opinion leadership and objective knowledge.
ISSN: 07426046
DOI: 10.1002/mar.20547

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