A comparison of fashion opinion leaders and political opinion leaders in terms of attitude toward fashion advertisements with political content
Harben, Mary E.
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The purpose of this study was to compare how fashion opinion leadership and political opinion leadership affected attitude toward fashion advertisements with political content as well as attitude toward the product. Students from The University of Georgia were surveyed about their activities involving fashion and political affairs, and their attitudes toward a fashion advertisement with political content. Using the median split method, respondents were divided into fashion opinion leaders and non-leaders; and political opinion leaders and non-leaders. Multiple regression analyses revealed a significant relationship between attitude toward the advertisement and attitude toward the product. A significant relationship was also found between agreement with the message and advertisement attitude for political opinion leaders. No significant relationships were found between political opinion leadership and advertisement attitude or product attitude. The relationships between fashion opinion leadership and advertisement attitude or product attitude also were not significant.
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