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  1. 1. WHO ARE THE INFLUENTIALS? THE RELATIONSHIP BETWEEN OPINION LEADERSHIP AND NEW PRODUCT ADOPTION

    Magister-uppsats, Blekinge Tekniska Högskola/Institutionen för industriell ekonomi

    Författare :Serdar OZKAN; Eda OKTEN; [2015]
    Nyckelord :New Product Adoption; Opinion Leadership; Innovativeness;

    Sammanfattning : 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