Identification of effective opinion leaders in the diffusion of technological innovation: A social network approach

Cho, Youngsang; Hwang, Junseok; Lee, Daeho

doi:10.1016/j.techfore.2011.06.003

Cited by 195 publications

(106 citation statements)

References 35 publications

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“…Opinion leaders are individuals who can influence thoughts, attitudes or the behavior of other people, leading them to act in a certain way at a certain frequency (Rogers, 1983). Consumers routinely adopt strategies to reduce their decision-making risks (Leal, Hor-Meyll, & Pessoa, 2014) and the opinion leaders act as agents for risk reduction, through experimentation and evaluation (Cho, Hwang, & Lee, 2012).…”

Section: Introductionmentioning

confidence: 99%

The effects of social media opinion leaders’ recommendations on followers’ intention to buy

Nunes

Ferreira

Freitas

et al. 2018

RBGN

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Purpose -The objective of this study is to investigate how consumers are influenced in their intention to buy after having access -within social media -to persuasive messages sent out by digital opinion leaders.Design/methodology/approach -Data collection carried out via survey and data analysis carried out with the use of structural equation modeling.Findings -Digital opinion leaders capable of generating persuasive messages can change the attitudes of followers and make them accept the information provided, influencing their intention to buy evaluated products.Originality/value -The results show that it was possible to verify the direct and positive relationship between the persuasiveness of a message and the acceptance of the information contained in this message, while also indicating a significant relationship between the persuasiveness of the message and attitude change in relation to the purchase of goods evaluated by it. This highlights the relevance of these digital opinion leaders to the definition of marketing strategies by companies.

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Section: Introductionmentioning

confidence: 99%

The effects of social media opinion leaders’ recommendations on followers’ intention to buy

Nunes

Ferreira

Freitas

et al. 2018

RBGN

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“…Considering the whole development evolutionary characteristics of public opinion events, we need the evolutionary analysis of time series that is aimed at network event scale, density, average degree, clustering coefficient and so on [2], [4], and we focused on the evolutionary process of public opinion of rapid growth stage and the mature stage and calculated the network structure and the network properties of the important nodes in order to explore the evolution rules of public opinion of the whole network. To understand the emotional state held by users in the process of event information, the user's emotions in the propagation network need to be judged.…”

Section: The Design Of Analytic Frameworkmentioning

confidence: 99%

Tracing Public Opinion Propagation and Emotional Evolution Based on Public Emergencies in Social Networks

Huang

Wang

Cao

2018

INT J COMPUT COMMUN

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Social network has become the main communication platform for public emergencies, and it has also made the public opinion influence spread more widely. How to effectively obtain public opinions from it to guide the healthy development of the society is an important issue that the government and other functional departments are concerned about. However, the interaction and evolution mechanism between the subject and the environment in the public opinion propagation is complicated, and the public and media attention and reaction to the incident are closely linked with the progress of the incident disposal. And public mining corpus has some shortcomings in the distribution of emotional classification. Only the timely update of artificial rules and emotional dictionary resources, it can handle new text data well. In fact, from the perspective of public opinion propagation, this paper built the network matrix between Internet users through the forwarding relationship, and used the social network analysis method and the emotion mining analysis technology to study the interaction and evolution mechanism between the subject and the environment in the public opinion propagation, and it studied the role of users in the emotional propagation of social networks. This paper proposed a sentiment analysis method on the micro-blog platform, which expanded the emotional dictionary and took sentence and emoticon and sentence patterns into account, which improved the accuracy of positive and negative classifications and emotional polarity analysis of the micro-blog.

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“…These methods, although still very new, are already very popular. Methods used for network analyses, such as anomaly detection [47], discrimination discovery [48], opinion leaders detection [49], event detection [50], role mining [51], rumor propagation detection system [52], conflict detection [53], and topic detection [54], can also greatly contribute in the field of sustainable development.…”

Section: Effect Of Big Social Network Data On Developmental Goalsmentioning

confidence: 99%

Big Social Network Data and Sustainable Economic Development

Can

Alataş

2017

Sustainability

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New information technologies have led to the rapid and effective growth of social networks. The amount of data produced by social networks has increased the value of the big data concept, which is one of the popular current phenomena. The immediate or unpredictable effects of a wide array of economic activities on large masses and the reactions to them can be measured by using social media platforms and big data methods. Thus, it would be extremely beneficial to analyze the harmful environmental and social impacts that are caused by unsustainable business applications. As social networks and big data are popular realms currently, their efficient use would be an important factor in sustainable economic development. Accurate analysis of people's consumption habits and economic tendencies would provide significant advantages to companies. Moreover, unknown consumption factors that affect the economic preferences of individuals can be discovered and economic efficiency can be increased. This study shows that the numerous solution opportunities that are provided by social networks and big data have become significant tools in dynamic policy creation by companies and states, in solving problems related to women's rights, the environment, and health.

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Identification of effective opinion leaders in the diffusion of technological innovation: A social network approach

Cited by 195 publications

References 35 publications

The effects of social media opinion leaders’ recommendations on followers’ intention to buy

The effects of social media opinion leaders’ recommendations on followers’ intention to buy

Tracing Public Opinion Propagation and Emotional Evolution Based on Public Emergencies in Social Networks

Big Social Network Data and Sustainable Economic Development

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