Opinion Leaders and Opinion Seekers: Two New Measurement Scales

Flynn, Leisa Reinecke; Goldsmith, Ronald E.; Eastman, Jacqueline K.

doi:10.1177/0092070396242004

Cited by 587 publications

(560 citation statements)

References 29 publications

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“…Formadores de opinião são entidades institucionais ou indivíduos que inspiram outros, que por sua vez observam de perto comportamentos de compra e consumo tidos como referência (Flynn, Goldsmith, & Eastman, 1996). Nas redes sociais virtuais, formadores de opinião são, segundo a pesquisa realizada por Lyons e Henderson (2005), indivíduos que fazem parte do grupo de adotantes imediatos no ciclo de vida de produtos, apresentam envolvimento duradouro com produtos ao longo do tempo e níveis elevados de capacidade de inovação, curiosidade e tendência à exploração.…”

Section: Formadores De Opinião E Engajamento Nas Redes Sociais Virtuaisunclassified

Quem Lidera sua Opinião? Influência dos Formadores de Opinião Digitais no Engajamento

et al. 2018

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Resumo Influenciadores digitais são formadores de opinião virtuais que representam uma alternativa para empresas que confiam na comunidade reunida em torno desses perfis como público-alvo de divulgação. Esses indivíduos expandiram conceitos de teorias consolidadas que versam sobre o processo de difusão de inovações e o fluxo comunicacional entre líderes de opinião e seguidores. Pesquisas sobre o poder dos formadores de opinião nas redes sociais virtuais estão nos estágios iniciais e uma lacuna é a mensuração da sua capacidade de influência sobre o engajamento. Este artigo apresenta uma abordagem que mensura essa influência no Instagram por meio da análise de todas as postagens publicadas ao longo de 2015 em quatro perfis de grande audiência. Três hipóteses avaliaram diferenças nas métricas de engajamento provocadas por formadores de opinião individuais (perfis de pessoas) e institucionais. Os modelos de regressão em dois estágios confirmaram as hipóteses de que são os formadores de opinião individuais que provocam mais engajamento: postagens em perfis individuais produzem significativamente mais curtidas, comentários e boca a boca que publicações em perfis institucionais. Os resultados da pesquisa são particularmente relevantes para empresas que buscam aumentar os níveis de interação com seus públicos nas redes sociais virtuais.

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Section: Formadores De Opinião E Engajamento Nas Redes Sociais Virtuaisunclassified

Quem Lidera sua Opinião? Influência dos Formadores de Opinião Digitais no Engajamento

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“…Consumers with a high level of opinion seeking behaviour tend to search for information and advice from others when making a purchase decision (Flynn et al 1996). Conversely, individuals with a high level of opinion giving behaviour, known as opinion leaders, may exert great influence on others' attitudes and behaviours (Feick -Price 1987).…”

Section: The Construct Of Opinion Leadershipmentioning

confidence: 99%

“…Drawing from the measures of online word-of-mouth used in previous studies (Flynn et al 1996;Sun et al 2006), the engagement in eWOM was operationalised with three specific behaviours: opinion seeking, opinion giving and opinion passing. Specifically, Flynn et al's (1996) opinion seeking and opinion leadership scales were adopted to the online environment and to the research design.…”

Section: H7: Online Opinion Passing Has a Positive Effect On Customermentioning

confidence: 99%

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The research is based on a representative sample of 1000 respondents living in Hungary.

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mentioning

confidence: 99%

“…Concerning electronic WOM, three major underlying motives can be differentiated: opinion seeking, opinion giving and opinion passing (Flynn et al 1996, Sun et al 2006. The main aim of the research is to analyse the relationship between these three dimensions and the level of customer satisfaction.…”

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Are opinion leaders more satisfied? Results of a SEM model about the relationship between opinion leadership and online customer satisfaction

Nagy

Kemény

Szűcs

et al. 2017

Soc Ec

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More and more research is dedicated to address the phenomenon of online word-of-mouth (WOM).Concerning electronic WOM, three major underlying motives can be differentiated: opinion seeking, opinion giving and opinion passing (Flynn et al. 1996, Sun et al. 2006. The main aim of the research is to analyse the relationship between these three dimensions and the level of customer satisfaction.The research is based on a representative sample of 1000 respondents living in Hungary. According to the hypothesized Structural Equation Model (SEM), we can conclude that online opinion seeking behaviour has a significant positive impact on levels of customer satisfaction, as well as on opinion giving and opinion passing. This implies that opinion leaders not just share, but also collect enormous amounts of information about products and services and raise their expectations according to feedback. By doing so, their prior expectations are in relation to the true customer value of online stores and products. This means that customer satisfaction -measured using the disconfirmation paradigm -will reach a higher level, so it is advisory for online retailers to encourage customers to give feedback, write reviews, because it will affect the customer satisfaction level in a positive manner.

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Opinion Leaders

Boster¹

2020

The International Encyclopedia of Media Psychology

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This entry elucidates the opinion leader construct, distinguishing it from positional leadership and from elites. The attributes of high connection in a social network, high persuasiveness, and mavenness characterize the opinion leader. In contrast to the notion of a generalized opinion leader, the argument advocates the position of a fuzzy domain‐specific knowledge (mavenness) conception of the opinion leader. Subsequent discussion focuses on methods of identifying opinion leaders, including both self‐report and observational methods. A treatment of the effects of opinion leadership, distinguishing effects on beliefs, attitudes, and behavior, ensues, followed by acknowledgement of opposing viewpoints. The entry also acknowledges limitations of the associated two‐step flow model, that is, in some cases only one step may occur, whereas in other cases multiple steps may emerge. It then concludes with recommendations for advancing opinion leadership scholarship, including a sketch of the types of experiments and subsequent cumulation of evidence required to draw firm conclusions as to the usefulness of the concept of the opinion leader.

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Opinion Leaders and Opinion Seekers: Two New Measurement Scales

Cited by 587 publications

References 29 publications

Quem Lidera sua Opinião? Influência dos Formadores de Opinião Digitais no Engajamento

Quem Lidera sua Opinião? Influência dos Formadores de Opinião Digitais no Engajamento

Are opinion leaders more satisfied? Results of a SEM model about the relationship between opinion leadership and online customer satisfaction

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