Understanding Opinion Leaders in Social Media: An Exploratory Case Study on a Local Apparel Business Facebook Fan-page

AbstractIn order to be able to provide thorough and timely coverage on the most recent scientific research, science journalists frequently rely on embargoed information sent to them by publishers of scientific journals. In such embargo e-mails, publishers purposefully bring selected upcoming releases to the journalists’ attention a few days in advance of their publication. Little is known on how this early highlighting of certain research articles affects their later citations or altmetrics. We present an exploratory case study with the aim of assessing the effects of such promotion activities on scientific articles’ bibliometric and altmetric indicators. In a treatment–control design, we analyze citation counts and eight types of altmetrics of 715 articles published between 2016 and 2017 whose DOIs have been mentioned in embargo e-mails and compare these to articles from the same journal issues that have not been highlighted in embargo e-mails. Descriptive statistics and Mann–Whitney-U tests reveal significant advantages for promoted articles across all regarded metrics three to four years after their publication. Particularly large differences can be seen regarding numbers of mentions in mainstream media, in blogs, on Twitter, and on Facebook. Our findings suggest that scholarly publishers exert significant influence over which research articles will receive attention and visibility in various (social) media. Also, regarding utilizations of metrics for evaluative purposes, the observed effects of promotional activities on indicators might constitute a factor of undesirable influence that currently does not receive the amount of consideration in scientometric assessments that it should receive.

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Social media in construction: an exploratory case study

Advances in Construction ICT and e-Business ◽

10.4324/9781315690698-16 ◽

2017 ◽

pp. 376-403 ◽

Cited By ~ 1

Author(s):

Srinath Perera ◽

Michele Victoria ◽

Samuel Brand

Keyword(s):

Social Media ◽

Exploratory Case Study

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Social Media in Crisis

Journalism and Ethics ◽

10.4018/978-1-5225-8359-2.ch044 ◽

2019 ◽

pp. 808-825

Author(s):

Lauren Bacon Brengarth ◽

Edin Mujkic ◽

Meg A. Millar

Keyword(s):

United States ◽

Social Media ◽

Social System ◽

Opinion Leaders ◽

Western United States ◽

Traditional Media ◽

Fire Event ◽

The Social ◽

Social Media Tools

This case study examines how social media tools were used by a Nonprofit Organization (NPO) to raise money during a catastrophic fire in the Western United States. The fire claimed over 18,000 acres of forestland, nearly 350 homes, and 2 human lives. When it occurred, it was the most catastrophic fire event to hit this community. This case illuminates specific ways in which social media provided the key tools that enabled the creation of this NPO, the sale of hundreds of thousands of tee shirts in one month, and ultimately dollars donated to aid the victims of the fire. This case is unique because it is the story of an organization that was created overnight because individuals in the organization's social system rapidly evaluated and adopted their innovation. Additionally, opinion leaders (particularly those in traditional media) within the social system aided the NPO in rapidly establishing legitimacy with its followers.

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Social Media in Crisis

Advances in Social Networking and Online Communities - Cases on Strategic Social Media Utilization in the Nonprofit Sector ◽

10.4018/978-1-4666-8188-0.ch001 ◽

2015 ◽

pp. 1-23 ◽

Cited By ~ 2

Author(s):

Lauren Bacon Brengarth ◽

Edin Mujkic ◽

Meg A. Millar

Keyword(s):

United States ◽

Social Media ◽

Social System ◽

Opinion Leaders ◽

Western United States ◽

Traditional Media ◽

Fire Event ◽

The Social ◽

Social Media Tools

This case study examines how social media tools were used by a Nonprofit Organization (NPO) to raise money during a catastrophic fire in the Western United States. The fire claimed over 18,000 acres of forestland, nearly 350 homes, and 2 human lives. When it occurred, it was the most catastrophic fire event to hit this community. This case illuminates specific ways in which social media provided the key tools that enabled the creation of this NPO, the sale of hundreds of thousands of tee shirts in one month, and ultimately dollars donated to aid the victims of the fire. This case is unique because it is the story of an organization that was created overnight because individuals in the organization's social system rapidly evaluated and adopted their innovation. Additionally, opinion leaders (particularly those in traditional media) within the social system aided the NPO in rapidly establishing legitimacy with its followers.

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Using Social Media Data to Infer Urban Attitudes About Bicycling: An Exploratory Case Study of Washington DC

City Networks - Springer Optimization and Its Applications ◽

10.1007/978-3-319-65338-9_5 ◽

2017 ◽

pp. 79-97 ◽

Cited By ~ 1

Author(s):

Justin B. Hollander ◽

Yaqi Shen

Keyword(s):

Social Media ◽

Washington Dc ◽

Social Media Data ◽

Exploratory Case Study ◽

Media Data

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Analisis Key Opinion Leaders di Media Sosial dalam Membentuk Opini Khalayak

Koneksi ◽

10.24912/kn.v5i1.10170 ◽

2021 ◽

Vol 5 (1) ◽

pp. 90

Author(s):

Jacksen Jacksen ◽

Eko Harry Susanto ◽

Nigar Pandrianto

Keyword(s):

Social Media ◽

Diffusion Of Innovation ◽

Opinion Leader ◽

Business Owners ◽

Qualitative Approach ◽

Opinion Leaders ◽

Social Media Marketing ◽

Key Opinion Leaders ◽

Key Opinion Leader

Content is a new way of doing promotions that have various forms, such as videos and images. This research discusses the process of creating content created by a key opinion leader. The person who acts as the key opinions leader is the owner of his own business. The theories used in this study are advertising, social media, marketing content, key opinion leaders, two-stage communication, diffusion of innovation and opinion. The method used is case study with qualitative approach and using interview, observation, and documentation techniques. The results of this study can be known that the content created by a key opinion leader must be diverse in order to attract the attention of the audience. The diversity of content produced must have a clear purpose, so that later the message can be conveyed properly and the goal can be achieved. Content created by engaging business owners directly will increase credibility in the business. Therefore, it can be concluded that the creation of a content must be diverse, informative, educational. While content involving its own business owners will increase high credibility.Konten merupakan cara baru seseorang dalam melakukan promosi yang memiliki berbagai macam bentuk, seperti video dan gambar. Penelitian ini membahas tentang proses pembuatan konten yang diciptakan seorang key opinion leaders. Orang yang berperan sebagai key opinions leader adalah pemilik bisnisnya sendiri. Teori yang digunakan pada penelitian ini adalah periklanan, media sosial, marketing content, key opinion leaders, komunikasi dua tahap, difusi inovasi dan opini. Metode yang digunakan adalah studi kasus dengan pendekatan kualitatif dan menggunakan teknik wawancara, observasi, serta dokumentasi. Hasil penelitian ini dapat diketahui bahwa konten yang diciptakan oleh seorang key opinion leader harus lah beragam agar dapat menarik perhatian penontonnya. Keberagaman konten yang dihasilkan harus memiliki tujuan yang jelas, sehingga nantinya pesan dapat tersampaikan dengan baik dan tujuan dapat tercapai. Konten-konten yang diciptkana dengan melibatkan pemilik bisnisnya secara langsung akan meningkatkan kredibilitas pada bisnis yang dijalani. Untuk itu dapat disimpulkan bahwa pembuatan sebuah konten harus lah beragam, informatif, mengedukasi. Sedangkan konten yang melibatkan pemilik bisnisnya sendiri akan meningkatkan kredibilitas yang tinggi.

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