Skip to main content
    • Aa
    • Aa

Targeting Women's Clothing Fashion Opinion Leaders in Media Planning: An Application for Magazines


Preparing a media plan aimed at opinion leaders requires accurately identifying and describing the attributes of this target as well as measuring its affinities with different media. Our research findings on women's fashion, particularly magazines, reveal that a media plan targeted at opinion leaders can succeed, that these opinion leaders tend to be positive toward and discuss advertising media, and that they read more women's fashion magazines and have significantly more affinities with such media than nonopinion leaders.

Linked references
Hide All

This list contains references from the content that can be linked to their source. For a full set of references and notes please see the PDF or HTML where available.

Bearden, W.O., and M.J.Etzel. “Reference Group Influence on Product and Brand Purchase Decisions.” Journal of Consumer Research9, 2 (1982): 18394.

Ben Miled, H., and P.Le Louarn. “Analyse comparative de deux échelles de mesure of the opinion leadership d'opinion: validité and interprétation.” Recherche and Applications en Marketing9, 4 (1994): 2351.

Burt, R.S.The Social Capital of Opinion Leaders.” Annals of the American Academy of Political and Social Science566 (1999): 3754.

Chan, K.K., and S.Misra. “Characteristics of the Opinion Leader: A New Dimension.” Journal of Advertising19, 3 (1990): 5361.

Childers, T.L.Assessment of Psychometric Properties of an Opinion Leadership Scale.” Journal of Marketing Research23, 2 (1986): 18488.

Feick, L., and L.Price,The Market Maven: A Diffuser of Marketplace Information.” Journal of Marketing51, 1 (1987): 8387.

Firat, F.A., and D.A.Venkatesh. “Liberatory Postmodernism and the Reenchantment of Consumption.” Journal of Consumer Research22, 3, (1995): 23967.

Flynn, L.R., R.E.Goldsmith, and J.K.Eastman. “Opinion Leaders and Opinion Seeker: Two New Measurement Scales.” Journal of the Academy of Marketing Science24, 2 (1996): 13747.

Gatignon, H., and T.Robertson. “A Propositional Inventory for a New Diffusion Research.” Journal of Consumer Research11, 4 (1985): 84967.

Goldsmith, R.E., and M.T.Stith. “The Social Values of Fashion Innovators.” Journal of Applied Business Research9, 1 (1992): 1016.

Herr, P.M., F.R.Kardes, and J.Kim. “Effects of Word-of-Mouth and Product Attribute Information on Persuasion: An Accessibility Diagnostic Perspective.” Journal of Consumer Research17, 4 (1991): 45462.

Iacobucci, D., and N.Hopkins. “Modeling Dyadic Interactions and Network in Marketing.” Journal of Marketing Research29, 1 (1992): 517.

Jacoby, J.The Construct Validity of Opinion Leadership.” Public Opinion Quarterly38 (1974): 8189.

Johnson-Brown, J., and P.H.Reingen. “Social Ties and Word-of-Mouth Referral Behavior.” Journal of Consumer Research14, 3 (1987): 35062.

Kelman, H.C.Processes of Opinion Change.” Public Opinion Quarterly25 (1961): 5778.

King, C.W., and J.O.Summers,Overlap of Opinion Leadership across Consumer Product Categories.” Journal of Marketing Research7, 1 (1970): 4350.

Marshall, R., and I.Gitosudarmo. “Variation in the Characteristics of Opinion Leader across Cultural Borders.” Journal of International Consumer Marketing8, 1 (1995): 512.

McGuire, W.Some Internal Psychological Factors Influencing Consumer Choice.” Journal of Consumer Research2, 4 (1976): 30219.

Mizerski, R.W.An Attribution Explanation of Disproportionate Influence of Unfavourable Information.” Journal of Consumer Research9, 3 (1982): 301310.

Montgomery, D., and A.Silk. “Clusters of Consumer Interest and Opinion Leaders' Spheres of Influence.” Journal of Marketing Research8, 3 (1971): 317321.

Myers, J.H., and T.S.Robertson. “Dimensions of Opinion Leadership.” Journal of Marketing Research9, 1 (1972): 4146.

Reingen, P.H., and J.B.Kernan. “Analysis of Referral Networks in Marketing: Methods and Illustrations.” Journal of Marketing Research23, 4 (1986): 37078.

Reynolds, F.D., and W.R.Darden. “Mutually Adaptative Effects of Interpersonal Communication.” Journal of Marketing Research8, 4 (1971): 44954.

Smit, E.G., and P.C.Neijens. “Segmentation Based on Affinity for Advertising.” Journal of Advertising Research40, 4 (2000): 3543.

Summers, J.O.The Identity of Women's Clothing Fashion Opinion Leader.” Journal of Marketing Research7, 2 (1970): 17885.

Weiman, G.The Influentials: Back to the Concept of Opinion Leaders?Public Opinion Quarterly55, 2 (1991): 26780.

Recommend this journal

Email your librarian or administrator to recommend adding this journal to your organisation's collection.

Journal of Advertising Research
  • ISSN: 0021-8499
  • EISSN: 1740-1909
  • URL: /core/journals/journal-of-advertising-research
Please enter your name
Please enter a valid email address
Who would you like to send this to? *


Full text views

Total number of HTML views: 6
Total number of PDF views: 35 *
Loading metrics...

Abstract views

Total abstract views: 331 *
Loading metrics...

* Views captured on Cambridge Core between September 2016 - 29th May 2017. This data will be updated every 24 hours.