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1. WHO ARE THE INFLUENTIALS? THE RELATIONSHIP BETWEEN OPINION LEADERSHIP AND NEW PRODUCT ADOPTION
Magister-uppsats, Blekinge Tekniska Högskola/Institutionen för industriell ekonomiSammanfattning : This study examines innovativeness and self-construal as antecedents to selfreported and sociometric opinion leadership, both of which may affect new product adoption. In addition, innovativeness is proposed to be associated with new product adoption. LÄS MER
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