“Horizontal” Two-Step Flow: The Role of Opinion Leaders in Directing Attention to Social Movements in Decentralized Information Environments

Hunt, Kate; Gruszczynski, Mike

doi:10.1080/15205436.2023.2167663

Cited by 5 publications

(3 citation statements)

References 39 publications

Supporting

Mentioning

Contrasting

Order By: Relevance

“…Drawing upon the DoI theory and the Two-Step Flow Communication theory, we adopt a social network perspective to conceptualize the diffusion of the Metaverse fashion. Hunt and Gruszczynski (2023) have proposed that social media messages circulated within a large user base, particularly among individuals with higher degrees of centrality, tend to generate more retweets. Social media has brought about significant transformations in social diffusion, allowing people to establish interactive relationships and cultivate relational benefits such as trust, satisfaction, commitment, and loyalty (Aral et al ., 2013; Hollebeek et al ., 2014).…”

Section: Literature Reviewmentioning

confidence: 99%

Exploring the diffusion of digital fashion and influencers' social roles in the Metaverse: an analysis of Twitter hashtag networks

Kim,

Chakraborty

2023

INTR

View full text Add to dashboard Cite

PurposeThe study aims to explore the digital fashion trend within the Metaverse, characterized by non-fungible tokens (NFTs), across Twitter networks. Integrating theories of diffusion of innovation, two-step flow of communication and self-efficacy, the authors aimed to uncover the diffusion structure and the influencer's social roles undertaken by social entities in fostering communication and collaboration for the advancement of Metaverse fashion.Design/methodology/approachSocial network analysis examined the critical graph metrics to profile, visualize, and cluster the unstructured network data. The authors used the NodeXL program to analyze two hashtag keyword networks, “#metaverse fashion” and “#metawear,” using Twitter API data. Cluster, semantic, and time series analyses were performed to visualize the contents and contexts of communication and collaboration in the diffusion of Metaverse fashion.FindingsThe results unraveled the “broadcast network” structure and the influencers' social roles of opinion leaders and market mavens within Twitter's “#metaverse fashion” diffusion. The roles of innovators and early adopters among influencers were comparable in collaborating within the competition venues, promoting awareness and participation in digital fashion diffusion during specific “fad” periods, particularly when digital fashion NFTs and cryptocurrencies became intertwined with the competition in the Metaverse.Originality/valueThe study contributed to theory building by integrating three theories, emphasizing effective communication and collaboration among influencers, organizations, and competition venues in broadcasting digital fashion within shared networks. The validation of multi-faceted Social Network Analysis was crucial for timely insights, highlighting the critical digital fashion equity in capturing consumers' attention and driving engagement and ownership of Metaverse fashion.

show abstract

Section: Literature Reviewmentioning

confidence: 99%

Exploring the diffusion of digital fashion and influencers' social roles in the Metaverse: an analysis of Twitter hashtag networks

Kim,

Chakraborty

2023

INTR

View full text Add to dashboard Cite

show abstract

“…Social movement discourses on online platforms, particularly hybrid media environments such as Twitter, are characterized by the presence of and interactions between many groups of stakeholders, including social movement organizations (SMOs), journalists, and ordinary citizens (Meraz and Papacharissi, 2013;Jackson and Foucault Welles, 2016;Caren et al, 2020;Isa and Himelboim, 2018;Hunt and Gruszczynski, 2023). These stakeholder groups each have different goals and complex relationships with each other, through which framing takes center stage.…”

Section: Introductionmentioning

confidence: 99%

“…As social media offers more opportunities for individual citizens to become opinion leaders (Meraz and Papacharissi, 2013;Jackson and Foucault Welles, 2016), the utility and necessity of SMOs has come into question (Earl and Schussman, 2002;Earl, 2015). At the same time, SMOs remain a central source of information, offer credibility and legitimacy, have greater capacity to organize offline collective action, and may even be more successful in collective identity formation and recruitment online than their non-organizational counterparts (Earl, 2015;Bozarth and Budak, 2017;Hunt and Gruszczynski, 2023).…”

Section: Introductionmentioning

confidence: 99%

Framing Social Movements on Social Media

Mendelsohn,

Vijan,

Card

et al. 2024

JQD

View full text Add to dashboard Cite

Social media enables activists to directly communicate with the public and provides a space for movement leaders, participants, bystanders, and opponents to collectively construct and contest narratives. Focusing on Twitter messages from social movements surrounding three issues in 2018-2019 (guns, immigration, and LGBTQ rights), we create a codebook, annotated dataset, and computational models to detect diagnostic (problem identification and attribution), prognostic (proposed solutions and tactics), and motivational (calls to action) framing strategies. We conduct an in-depth unsupervised linguistic analysis of each framing strategy, and uncover cross-movement similarities in associations between framing and linguistic features such as pronouns and deontic modal verbs. Finally, we compare framing strategies across issues and other social, cultural, and interactional contexts. For example, we show that diagnostic framing is more common in replies than original broadcast posts, and that social movement organizations focus much more on prognostic and motivational framing than journalists and ordinary citizens.

show abstract

Opinion Leadership via Conversation: How Opinion Leaders Talk About the Media

Podschuweit,

Geise

2024

Mass Communication and Society

View full text Add to dashboard Cite

“Horizontal” Two-Step Flow: The Role of Opinion Leaders in Directing Attention to Social Movements in Decentralized Information Environments

Cited by 5 publications

References 39 publications

Exploring the diffusion of digital fashion and influencers' social roles in the Metaverse: an analysis of Twitter hashtag networks

Exploring the diffusion of digital fashion and influencers' social roles in the Metaverse: an analysis of Twitter hashtag networks

Framing Social Movements on Social Media

Opinion Leadership via Conversation: How Opinion Leaders Talk About the Media

Contact Info

Product

Resources

About