OPINION LEADERSHIP: THE INNOVATIVE BEHAVIOR OF SMES

Problem Statement: This paper addresses the innovative behaviour of SMEs as opinion leaders, who perform as channels in business model, and their distinctive characteristics measured by various dimensions. Method: Based on the literature, we develop hypotheses, which are tested using OSL regression analysis and data collected from 60 hairdressers (SPSS). Results: Our findings show that the number of personal contacts and discussions with other specialist has more significant impact on the opinion leaders` characteristics of SMEs that mass media. Moreover, this investigation shows in quantifiable manner how certain dimensions of opinion leadership are differently determined by various facets of lead userness, mass media usage and network intensity. Conclusions: SMEs with their innovative behaviour and characteristics are important link in the chain of innovation diffusion