Clusters of Consumer Interests and Spheres of Influence of Opinion Leaders

Clusters of Consumer Interests and Spheres of Influence of Opinion Leaders

By
David Bruce Montgomery, Alvin J. Silk
Journal of Marketing Research . August
1971, Vol. 8, Issue 3, Pages 317-321

This article reports a test of King and Summers’ hypothesis that opinion leadership overlaps among topics when interest in them overlaps. Patterns of association in opinion leadership for 16 topics corresponded to the structure of interrelationships among measures of interest in the same topics.