scholarly journals Finding and utilizing opinion leaders: Social networks and the power of relationships

2009 ◽  
Vol 40 (3) ◽  
pp. 65-76 ◽  
Author(s):  
R. Van Der Merwe ◽  
G. Van Heerden
Keyword(s):  
Social Networks ◽  
Web Sites ◽  
Consumer Choice ◽  
Opinion Leader ◽  
Opinion Leaders ◽  
Opinion Leadership ◽  
Future Research ◽  
Limited Attention ◽  
Limited Data ◽  
Domain Specific

Research suggests that consumer choice is sub-optimal: simply we satisfice. Limited data, time and expertise render our rationality ‘bounded’. The opinion leader offers a solution to this problem: when faced with a complex choice, we often seek the opinion of an expert. The Web has fueled an unprecedented expansion of this strategy by enabling ‘virtual’ opinion leaders (see Web sites such as Epinions.com and Amazon.com). However, despite its rise in popularity, opinion leadership has received limited attention in the advertising literature.It is this hiatus that we address and in doing so seek to make two potentially important contributions to the wider research on opinion leadership. First, we link opinion leadership to social network theory and show that, those at individuals who are central to social networks serve as opinion leaders. Second, we challenge the assumption that opinion leadership is monomorphic (topic specific) by showing that domain-specific opinion leadership is strongly related to general opinion leadership.Our paper is set out as follows. First, we provide overviews of the literatures on opinion leadership and social networks. Second, we outline our methodology and present the results of an empirical study. Finally, we delimit the research, present a framework for identifying opinion leaders, identify key implications, and explore potential avenues for future research.

Organizational opinion leader charisma, rolemodeling, and relationships

2017 ◽  
Vol 25 (1) ◽  
pp. 80-102 ◽  
Author(s):  
Steven Brown ◽  
Lisa Chen ◽  
Edward O’Donnell
Keyword(s):  
Organizational Support ◽  
Affective Commitment ◽  
Opinion Leader ◽  
Role Modeling ◽  
Opinion Leaders ◽  
Opinion Leadership ◽  
Normative Commitment ◽  
Exchange Relationships ◽  
Content Type ◽  
Idealized Influence

Purpose This cross-disciplinary, empirical study aims to examine the phenomenon of organizational opinion leadership. Extant research concerning social capital and both referent and expert power suggests that informal opinion leaders within an organizational setting have the ability to influence their co-workers. This study focuses on the transformational leadership characteristics of idealized influence-attributed (charisma) and -behavior (role modeling). The social exchange aspects of the opinion leader–seeker relationship process are examined through an application of dyadic concepts found within leader–member exchange (LMX) theory. This study examines potential outcomes of opinion leader influence, specifically, opinion-seeker perceived organizational support (POS), affective commitment and normative commitment. Design/methodology/approach This study examines the dynamics of organizational opinion leader (OOL)–organizational opinion seeker (OOS) relationship to determine whether OOLs influence OOSs through role modeling and charisma, captured through the idealized influence aspect of transformational leadership. The OOL–OOS relationship is examined through the lens of LMX, commonly used to examine supervisor–subordinate exchange relationships. This study also examines whether OOLs’ idealized influence and OOL–OOS exchange relationships are related to OOSs’ perceived organizational support (POS) and both affective and normative commitment, and whether POS mediates their influence. Hypotheses are offered and survey data collected from a heterogeneous sample of 646 individuals is examined using structural equation modeling. Findings The results suggest that idealized influence consistently positively influences the outcomes. LMX-affect, -loyalty and -professional respect influence OOS perceptions of POS. Idealized influence and POS influence OOS affective and normative commitment. LMX-affect influences OOS affective and normative commitment, while LMX-loyalty influences normative commitment. LMX-professional respect slightly influenced OOS affective commitment negatively, suggesting that respect does not engender positive feelings and had no influence on normative commitment. Research limitations/implications This interdisciplinary study integrates concepts found within marketing, political science and organizational literature works to shed new light on the informal influence organizational members have on one another, which furthers our understanding of both shared leadership and opinion leadership. This research provides another frame for the concept of shared leadership, suggesting that OOL influence occurs horizontally and vertically within organizations. The overall findings suggest that both the characteristics of opinion leaders and the quality of OOL–OOS relationships matter. Practical implications This research highlights the importance of recognizing and enabling organizational members whose opinions are sought by their peers. Organizational opinion leadership exists within organization and influences organizational members’ attitudes and perceptions. Therefore, it is a necessity that organizations understand the phenomenon and guide it, much as organizational culture is guided, so that it produces positive organizational outcomes. Originality/value Very little research exists concerning organizational opinion leadership. This study breaks new ground by developing theory, applying accepted constructs to the phenomenon and empirically testing the impact of opinion leadership.

scholarly journals Critical accommodation information for travel opinion leader

2020 ◽  
Vol 11 (1) ◽  
pp. 001
Author(s):  
Chien Mu Yeh
Keyword(s):  
Opinion Leader ◽  
Opinion Leaders ◽  
Opinion Leadership ◽  
Tourism Research ◽  
Perceived Importance ◽  
Information Providers ◽  
The Relationship ◽  
Practical Implications

Potential tourists search for accommodation information once they decide to travel. Travel opinion leaders are critical accommodation information providers for potential tourists. However, we know little about travel opinion leaders’ perceived importance of accommodation information. The current study examined the relationship between travel opinion leadership and perceived importance of accommodation information. Results showed that there were significant differences in the perception of important accommodation information between the high and low travel opinion leadership groups. These results make theoretical and practical implications for tourism research and accommodation managers.

Identifying Opinion Leaders for Marketing by Analyzing Online Social Networks

2011 ◽  
Vol 3 (3) ◽  
pp. 19-34 ◽  
Author(s):  
Niyoosha Jafari Momtaz ◽  
Abdollah Aghaie ◽  
Somayeh Alizadeh
Keyword(s):  
Social Networks ◽  
Online Social Networks ◽  
Personal Characteristics ◽  
Opinion Leader ◽  
Opinion Leaders ◽  
Comprehensive Overview ◽  
Identification Methods ◽  
Key Players ◽  
Different Characteristics ◽  
The Impact

Recently, the impact of social networks in customer buying decision is rapidly increasing due to effectiveness in shaping public opinion. This paper helps marketers analyze social network’s members based on different characteristics and choose the best method for identifying influential people among them. Then, marketers can use these influential people as seeds to market products/services. Considering the importance of opinion leadership in social networks a comprehensive overview of existing literature has been done. Studies show, different titles (such as opinion leaders, influential people, market mavens and key players) are used to refer to the influential group in social networks whom we know as opinion leaders. The study shows all the properties presented for opinion leaders in the form of different titles are classified into three general categories including structural, relational and personal characteristics and based on studying opinion leader identification methods; appropriate parameters are extracted in a comprehensive chart to evaluate and compare these methods accurately.

Identifying Opinion Leaders for Marketing by Analyzing Online Social Networks

2011 ◽  
Vol 3 (1) ◽  
pp. 43-59 ◽  
Author(s):  
Niyoosha Jafari Momtaz ◽  
Abdollah Aghaie ◽  
Somayeh Alizadeh
Keyword(s):  
Social Networks ◽  
Online Social Networks ◽  
Personal Characteristics ◽  
Opinion Leader ◽  
Opinion Leaders ◽  
Comprehensive Overview ◽  
Identification Methods ◽  
Key Players ◽  
Different Characteristics ◽  
The Impact

The impact of social networks in customer buying decisions is rapidly increasing, because they are effective in shaping public opinion. This paper helps marketers analyze a social network’s members based on different characteristics as well as choose the best method for identifying influential people among them. Marketers can then use these influential people as seeds for market products/services. Considering the importance of opinion leadership in social networks, the authors provide a comprehensive overview of existing literature. Studies show that different titles (such as opinion leaders, influential people, market mavens, and key players) are used to refer to the influential group in social networks. In this paper, all the properties presented for opinion leaders in the form of different titles are classified into three general categories, including structural, relational, and personal characteristics. Furthermore, based on studying opinion leader identification methods, appropriate parameters are extracted in a comprehensive chart to evaluate and compare these methods accurately.

scholarly journals Women's Social Network in The Worker Union of PT. Tirta Mahakam Resources Tbk

2020 ◽  
Vol 1 (1) ◽  
pp. 25-30
Author(s):  
Novitasari Novitasari ◽  
Aji Qamara Hakim
Keyword(s):  
Social Capital ◽  
Social Networks ◽  
Women Workers ◽  
Labor Union ◽  
Opinion Leader ◽  
Opinion Leaders ◽  
Power Network ◽  
Bridging Social Capital ◽  
Women In It ◽  
The Social

ABSTRACT: This study aims to analyze the social networks of women workers in the KASBI Labor Union. The union was founded in 2005 to fight for women workers who work in the PT. Tirta Mahakam Resources Tbk. In a factory that is predominantly women, the need for a union is a must as a means of protection. For this reason, the existence of the Union is very dependent on the struggle of women in it. From the observations, it can be identified that six actors are the centers of information for women labor union members. Divided into categories of stars (Star) and opinion leaders (Opinion Leader) and recruitment. From the observations, six actors have the most extensive social networks among other individuals. The six actors also have different interaction models, this is a potential asset for both the actor and the Union. There are three networks in it, namely interest networking (interests), sentiment networking (emotional network), and power networking (power network). The typology of social capital of the Union is also to bridge the bridging of social capital, which is that it leads to the search for joint answers to solve problems faced by the group and is open to other unions. ABSTRAK: Penelitian ini bertujuan menganalisis jaringan sosial buruh perempuan di dalam Serikat Buruh KASBI. Serikat yang berdiri pada tahun 2005 dalam upaya perjuangan buruh perempuan yang bekerja di dalam pabrik PT. Tirta Mahakam Resources Tbk. didalam pabrik yang mayoritas perempuan, Kebutuhan akan adanya Serikat merupakan keharusan sebagai sebuah wadah perlindungan. Untuk itu eksistensi Serikat sangat tergantung pada perjuangan perempuan di dalamnya. Dari hasil pengamatan dapat diidentifikasi terdapat enam aktor yang menjadi pusat informasi bagi anggota Serikat Buruh perempuan.  Terbagi menjadi kategori bintang (Star) dan pemimpin opini (Opinion Leader) dan rekrutmen. Dari hasil pengamatan, terdapat enam aktor memiliki jaringan sosial yang paling luas diantara indivisu-individu lainya. Keenam aktor juga memiliki model interaksi yang berbeda-beda, hal tersebut merupkan modal yang potensial bagi aktor maupun Serikat. Terdapat tiga jaringan di dalamnya yaitu jaringan interest networking (kepentingan), sentiment networking (jaringan emosi), dan power networking (jaringan kekuasaan). Tipologi modal sosial Serikatpun bersifat menjembatani bridging social capital yaitu yang mengarah kepada pencarian jawaban bersama untuk menyelesaikan masalah yang dihadapi oleh kelompok serta terbuka kepada Serikat lain.

Identifying Opinion Leaders for Marketing by Analyzing Online Social Networks

2013 ◽  
pp. 138-155
Author(s):  
Niyoosha Jafari Momtaz ◽  
Abdollah Aghaie ◽  
Somayeh Alizadeh
Keyword(s):  
Social Networks ◽  
Online Social Networks ◽  
Personal Characteristics ◽  
Opinion Leader ◽  
Opinion Leaders ◽  
Comprehensive Overview ◽  
Identification Methods ◽  
Key Players ◽  
Different Characteristics ◽  
The Impact

Recently, the impact of social networks in customer buying decision is rapidly increasing due to effectiveness in shaping public opinion. This paper helps marketers analyze social network’s members based on different characteristics and choose the best method for identifying influential people among them. Then, marketers can use these influential people as seeds to market products/services. Considering the importance of opinion leadership in social networks a comprehensive overview of existing literature has been done. Studies show, different titles (such as opinion leaders, influential people, market mavens and key players) are used to refer to the influential group in social networks whom we know as opinion leaders. The study shows all the properties presented for opinion leaders in the form of different titles are classified into three general categories including structural, relational and personal characteristics and based on studying opinion leader identification methods; appropriate parameters are extracted in a comprehensive chart to evaluate and compare these methods accurately.

Convergent and Discriminant Validity of Opinion Leadership

2011 ◽  
Vol 32 (2) ◽  
pp. 94-102 ◽  
Author(s):  
Timo Gnambs ◽  
Bernad Batinic
Keyword(s):  
Convergent Validity ◽  
Discriminant Validity ◽  
Opinion Leaders ◽  
Opinion Leadership ◽  
Domain Specific ◽  
Attitudes And Behaviors ◽  
Convergent And Discriminant Validity ◽  
The Stability ◽  
Domain Independent ◽  
Over Time

Influential individuals who shape the attitudes and behaviors of their peers are termed opinion leaders. The interpretability of research on opinion leadership, however, has frequently been hampered by the use of divergent instruments that follow either a domain-specific view of opinion leadership or a more domain-independent trait conceptualization. In two studies, multitrait-multimethod matrices are analyzed regarding the convergent and discriminant validity of both approaches. Study I (N = 407) demonstrates the stability of the opinion leadership scales over time and their discriminant validity to established measures in personality (e.g., extraversion) and attitudinal research (e.g., involvement). Study II (N = 185) replicates these results in the form of a multitrait-multiinformant design, demonstrating high convergence of self- and peer-assessments. However, different operationalizations of domain-independent opinion leadership displayed limited convergent validity, indicating that they capture different, albeit related, traits.

scholarly journals Mapping domain characteristics influencing Analytics initiatives: The example of Supply Chain Analytics

2020 ◽  
Vol 13 (1) ◽  
pp. 56
Author(s):  
Tino Herden
Keyword(s):  
Supply Chain ◽  
Supply Chain Management ◽  
Success Factors ◽  
Research Collaboration ◽  
Future Research ◽  
Structured Interviews ◽  
Chain Management ◽  
Domain Specific ◽  
The Status ◽  
The Impact

Purpose: Analytics research is increasingly divided by the domains Analytics is applied to. Literature offers little understanding whether aspects such as success factors, barriers and management of Analytics must be investigated domain-specific, while the execution of Analytics initiatives is similar across domains and similar issues occur. This article investigates characteristics of the execution of Analytics initiatives that are distinct in domains and can guide future research collaboration and focus. The research was conducted on the example of Logistics and Supply Chain Management and the respective domain-specific Analytics subfield of Supply Chain Analytics. The field of Logistics and Supply Chain Management has been recognized as early adopter of Analytics but has retracted to a midfield position comparing different domains.Design/methodology/approach: This research uses Grounded Theory based on 12 semi-structured Interviews creating a map of domain characteristics based of the paradigm scheme of Strauss and Corbin.Findings: A total of 34 characteristics of Analytics initiatives that distinguish domains in the execution of initiatives were identified, which are mapped and explained. As a blueprint for further research, the domain-specifics of Logistics and Supply Chain Management are presented and discussed.Originality/value: The results of this research stimulates cross domain research on Analytics issues and prompt research on the identified characteristics with broader understanding of the impact on Analytics initiatives. The also describe the status-quo of Analytics. Further, results help managers control the environment of initiatives and design more successful initiatives.

scholarly journals Toward a Working Model of Leadership in Nonprofit Sport Governance

2019 ◽  
Vol 33 (3) ◽  
pp. 189-202 ◽  
Author(s):  
Ian O’Boyle ◽  
David Shilbury ◽  
Lesley Ferkins
Keyword(s):  
Chief Executive Officers ◽  
Leadership Skills ◽  
Chief Executive ◽  
Future Research ◽  
Limited Attention ◽  
Study Approach ◽  
Working Model ◽  
Executive Officers ◽  
Scholarly Discourse

The aim of this study is to explore leadership within nonprofit sport governance. As an outcome, the authors present a preliminary working model of leadership in nonprofit sport governance based on existing literature and our new empirical evidence. Leadership in nonprofit sport governance has received limited attention to date in scholarly discourse. The authors adopt a case study approach involving three organizations and 16 participant interviews from board members and Chief Executive Officers within the golf network in Australia to uncover key leadership issues in this domain. Interviews were analyzed using an interpretive process, and a thematic structure relating to leadership in the nonprofit sport governance context was developed. Leadership ambiguity, distribution of leadership, leadership skills and development, and leadership and volunteerism emerged as the key themes in the research. These themes, combined with existing literature, are integrated into a preliminary working model of leadership in nonprofit sport governance that helps to shape the issues and challenges embedded within this emerging area of inquiry. The authors offer a number of suggestions for future research to refine, test, critique, and elaborate on our proposed working model.

scholarly journals Exploring the Social Networks’ Use in the Health-Care Industry: A Multi-Level Analysis

2021 ◽  
Vol 18 (14) ◽  
pp. 7295
Author(s):  
Tommasina Pianese ◽  
Patrizia Belfiore
Keyword(s):  
Health Care ◽  
Social Networks ◽  
Health Care Providers ◽  
Health Care Industry ◽  
Future Research ◽  
Great Level ◽  
Care Providers ◽  
Care Industry ◽  
Multi Level ◽  
Video And Audio

The application of social networks in the health domain has become increasingly prevalent. They are web-based technologies which bring together a group of people and health-care providers having in common health-related interests, who share text, image, video and audio contents and interact with each other. This explains the increasing amount of attention paid to this topic by researchers who have investigated a variety of issues dealing with the specific applications in the health-care industry. The aim of this study is to systematize this fragmented body of literature, and provide a comprehensive and multi-level overview of the studies that has been carried out to date on social network uses in healthcare, taking into account the great level of diversity that characterizes this industry. To this end, we conduct a scoping review enabling to identify the major research streams, whose aggregate knowledge are discussed according to three levels of analysis that reflect the viewpoints of the major actors using social networks for health-care purposes, i.e., governments, health-care providers (including health-care organizations and professionals) and social networks’ users (including ill patients and general public). We conclude by proposing directions for future research.

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