Opinion Leaders' Role in Innovation Diffusion: A Simulation Study

Peter Sander van Eck, Wander Jager, Peter S. H. Leeflang · 2011 · Journal of Product Innovation Management

Summary. Opinion leaders accelerate product adoption by combining central network positions with superior product knowledge and greater innovativeness. Using agent-based modeling, the study shows opinion leaders increase adoption speed, information flow velocity, and maximum adoption rates. Targeting opinion leaders remains an effective marketing strategy for driving innovation diffusion.

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Eck, P. S. V., Jager, W., & Leeflang, P. S. H.. (2011). Opinion Leaders' Role in Innovation Diffusion: A Simulation Study. Journal of Product Innovation Management. https://doi.org/10.1111/j.1540-5885.2011.00791.x

@article{eck-2011-opinion-leaders-role-innovation-diffusion,
  title   = {Opinion Leaders' Role in Innovation Diffusion: A Simulation Study},
  author  = {Peter Sander van Eck and Wander Jager and Peter S. H. Leeflang},
  journal = {Journal of Product Innovation Management},
  year    = {2011},
  doi     = {10.1111/j.1540-5885.2011.00791.x},
  url     = {https://doi.org/10.1111/j.1540-5885.2011.00791.x}
}

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AU  - Wander Jager
AU  - Peter S. H. Leeflang
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DO  - 10.1111/j.1540-5885.2011.00791.x
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Details

DOI: 10.1111/j.1540-5885.2011.00791.x
Countries: Netherlands
Regions: Europe
Categories: innovation-theory, innovation-networks, general-innovation
Added: 2026-04-28