Peter van Eck

Peter van Eck is a Lecturer at the Faculty of Economics and Business, University of Groningen. His academic role focuses on marketing research, while he also serves as a Marketing and Data Scientist at GfK. He can be contacted at +31 50 36 33686 or p.s.van.eck@rug.nl.

Research Interests: Van Eck specializes in understanding complex social influence processes in marketing contexts and the role of opinion leaders in innovation diffusion. His work integrates simulation modeling to explore dynamic marketing phenomena.

Publications: His research output includes an influential 2013 dissertation on social influence mechanisms and a 2011 peer-reviewed article in the Journal of Product Innovation Management analyzing opinion leaders' impact on innovation spread.