Opinion leaders as persuasion agents: Integration of persuasion knowledge into the theory of opinion leadership

Mueller, Alexander

URL:	http://www.aejmc.org/home/2019/05/gsig-2019-abstra...
Additional URL:	http://www.aejmc.org/home/2019/05/2019-abstracts/
Document Type:	Conference or workshop publication
Year of publication:	2019
Book title:	AEJMC 2019 Conference Paper Abstracts : Graduate Student 2019 Abstracts
Page range:	1
Conference title:	AEJMC 2019 Conference
Location of the conference venue:	Toronto, Canada
Date of the conference:	07.-10.08.2019
Place of publication:	Toronto, Canada
Publishing house:	Association for Education in Journalism and Mass Communication
Publication language:	English
Institution:	Business School > ABWL, Marketing & Innovation (Kuester)
Subject:	330 Economics
Abstract:	In the healthcare industry, it is a common practice for manufacturers to attempt to persuade customers through opinion leaders (OL) in their specialty. This conceptual paper addresses this challenge by examining the combination and linkage of OL and persuasion agents (PA). OL and PA theories are re-conceptualized in a newly developed Persuasive Opinion Leadership Model. The model´s theoretical relevance is discussed and provides a new perspective on opinion leadership in marketing. Future research is proposed.
Additional information:	Online-Ressource

Dieser Datensatz wurde nicht während einer Tätigkeit an der Universität Mannheim veröffentlicht, dies ist eine Externe Publikation.

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