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Opinion leadership and opinion seeking are central constructs in academic studies of new product innovations.
Fashion opinion leaders as those individuals who accelerate the fashion maturity process by legitimising a fashionable trend and influence other consumers to adopt the new innovative style as a replacement for the current accepted one.
Consumers who accept information and adopt new style innovations are called opinion seekers and are important to the diffusion of new fashions because they may act on the information they receive from the opinion leaders.
Pulaki Joseph Tshabalala - qualified marketer at a multinational organisation in SA.
He obtained his M.Com degree at North West University in the faculty of Economic Sciences and Information Technology.
Author of published dissertation in fashion clothing involvement, opinion leadership and opinion seeking among-st black Generation Y students.
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