Opinion Leaders and Lead Users in Marketing and Management Accounting and Impact on Small Business Performance - Social Networking

SN > Vol.2 No.1, January 2013

Social Networking

Volume 2, Issue 1 (January 2013)

ISSN Print: 2169-3285 ISSN Online: 2169-3323

Google-based Impact Factor: 1.07 Citations

Opinion Leaders and Lead Users in Marketing and Management Accounting and Impact on Small Business Performance ()

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DOI: 10.4236/sn.2013.21002 6,109 Downloads 14,797 Views Citations

Author(s)

Katharina Simbeck

Affiliation(s)

Entrepreneurship and Innovation Management, Technical University, Berlin, Germany.

ABSTRACT

This paper empirically investigates into the business performance benefit that lead users or opinion leaders among small business owners draw from their higher involvement in management accounting or marketing topics. This work also contributes to a better identification of network members’ roles solely through their ties between each other. Indeed, lead users and opinion leaders can be differentiated by a higher degree centrality in comparison to their peers. However, being an opinion leader or a lead user does not yield a measurable business benefit to the small businesses studied in this sample.

KEYWORDS

Social Network Analysis; Opinion Leaders; Lead Users; Small Businesses; Network Centrality

Share and Cite:

Simbeck, K. (2013) Opinion Leaders and Lead Users in Marketing and Management Accounting and Impact on Small Business Performance. Social Networking, 2, 9-18. doi: 10.4236/sn.2013.21002.

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[1]	Study on Opinion Leader in Online Social Network using Computational Intelligence
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[2]	OPINION LEADERSHIP IN ONLINE TRAVEL COMMUNITIES AND THE PURCHASE OF HOTEL PRODUCTS AND SERVICES IN KENYA
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[3]	An Opinion-Leader Mining Method in Social Networks With a Phased-Clustering Perspective
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[4]	Consumer Innovativeness: The Mediating Role of Leading Edge Status (LES) on Adoption of Innovative Products in Indian Rural Markets
	2019

[5]	Die Diffusion von Eco-Innovationen im Spannungsfeld von Staat und Markt – Das Beispiel des Elektroautos in ausgew?hlten europ?ischen L?ndern
	2018

[6]	Embedded (lead) users as catalysts to product diffusion
	Creativity and Innovation Management, 2015

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