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Is a Designer Only as Good as a Star Who Wears Her Clothes? Examining the Roles of Celebrities as Opinion Leaders for the Diffusion of Fashion in the Us Teen Market
Beginning of article
ABSTRACT
The early adopter category has a tremendous impact on the successful adoption of a fashion by the masses. More specifically, the opinion leaders in this category are key members of society that are crucial in disseminating information on the latest fashion trends to the rest of the population. Opinion leadership is defined as "the degree to which an individual is able to influence other individual's attitudes or overt behavior informally in a desired way with relative frequency" (Rogers, 1995). If designers can determine who these opinion leaders are, and target them effectively, then the introduction of a particular fashion has a much higher probability of becoming …
