|
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
|
Search Authors in
