Relationships among immigrant consumers' cultural orientation, innovativeness and opinion leadership
Abstract
Purpose This research examines the direct and indirect effects of immigrant consumers' (heritage vs host) cultural orientation on their opinion leadership, in relation to heritage versus host culture peers. In addition to examining the potential mediation of different exhibitions of innovativeness, the research tests whether the relative size of the immigrant population in a country might affect the relationship of consumers' cultural...
Paper Details
Title
Relationships among immigrant consumers' cultural orientation, innovativeness and opinion leadership
Published Date
Nov 15, 2021
Volume
39
Issue
1
Pages
80 - 104
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