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A Profile of Early Adopters and Opin...

Hardy, Nate.

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A Profile of Early Adopters and Opinion Leaders as Spreaders of Word of Mouth about Books.

Record Type:	Electronic resources : Monograph/item
Title/Author:	A Profile of Early Adopters and Opinion Leaders as Spreaders of Word of Mouth about Books./
Author:	Hardy, Nate.
Description:	108 p.
Notes:	Source: Dissertation Abstracts International, Volume: 77-06(E), Section: A.
Contained By:	Dissertation Abstracts International77-06A(E).
Subject:	Marketing. -
Online resource:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=3745695
ISBN:	9781339387499

A Profile of Early Adopters and Opinion Leaders as Spreaders of Word of Mouth about Books.
Hardy, Nate.

A Profile of Early Adopters and Opinion Leaders as Spreaders of Word of Mouth about Books. - 108 p.

Source: Dissertation Abstracts International, Volume: 77-06(E), Section: A.

Thesis (D.B.A.)--Wilmington University (Delaware), 2016.

Many writers, especially little known writers, are given small or no marketing budgets from publishers and are thus burdened to self promote their books. Unfortunately, writers often are not sufficiently knowledgeable in self promotion, giving too little attention to word of mouth (WOM) as an effective, affordable, and achievable option and to early adopters and opinion leaders who are good targets for spreading WOM. Using cross sectional quantitative surveys, this study sought to profile early adopters and opinion leaders to understand these consumer segments. The results revealed that early adopters and opinion leaders relied on and spread WOM. The study recommends authors to use book providers, WOM, and social networking channels like Facebook to reach early adopters and opinion leaders, and social and emotional angles to motivate them to spread WOM.

ISBN: 9781339387499Subjects--Topical Terms:

536353
Marketing.

A Profile of Early Adopters and Opinion Leaders as Spreaders of Word of Mouth about Books.
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500 $a Adviser: William D. Young.
502 $a Thesis (D.B.A.)--Wilmington University (Delaware), 2016.
520 $a Many writers, especially little known writers, are given small or no marketing budgets from publishers and are thus burdened to self promote their books. Unfortunately, writers often are not sufficiently knowledgeable in self promotion, giving too little attention to word of mouth (WOM) as an effective, affordable, and achievable option and to early adopters and opinion leaders who are good targets for spreading WOM. Using cross sectional quantitative surveys, this study sought to profile early adopters and opinion leaders to understand these consumer segments. The results revealed that early adopters and opinion leaders relied on and spread WOM. The study recommends authors to use book providers, WOM, and social networking channels like Facebook to reach early adopters and opinion leaders, and social and emotional angles to motivate them to spread WOM.
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