Opinion leadership in a computer-mediated environment

Lyons, Barbara; Henderson, Kenneth

doi:10.1002/cb.22

Cited by 217 publications

(162 citation statements)

References 35 publications

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“…Previous studies have found the way individuals learn about products can influence their levels of product involvement and purchase intentions as much as the products themselves (Chaney, 200 I;Lyons & Henderson, 2005). Linkages like receiving favorable product information from a trusted friend can have a positive effect on product involvement and purchase intentions (Lyons & Henderson, 2005).…”

Section: What Is the Effect Of Linkage Type On The Dissemination Of Imentioning

confidence: 99%

“…Linkage studies have often explored linkage types separately, studying the effects of a single communications channel like word-of-mouth (Lyons & Henderson, 2005) or web portals (Van Baalen, Bloemhof-Ruwaard, & Van Heck, 2005). The current study combined the linkage types to assess their comparative effectiveness in the dissemination of innovations.…”

Section: Study Significancementioning

confidence: 99%

“…The findings may prove relevant not only for the sporting goods industry but for other manufacturing industries, particularly for manufacturers of consumer products. Previous studies have examined products like wine (Chaney, 2001), music (Lyons & Henderson, 2005), and movies (Tsang & Zhou, 2005), and the effects of one or two linkage types on the dissemination of innovations.…”

Section: Study Significancementioning

confidence: 99%

Section: Technological Linkagesmentioning

confidence: 99%

“…Lyons and Henderson (2005) measured the influence of information providers in online communities. The individuals exhibited higher levels of product knowledge and purchased products earlier than others online (Lyons & Henderson, 2005). Tsang and Zhou (2005) found information providers first gathered information, which they often received from online news outlets.…”

Section: Technological Linkagesmentioning

confidence: 99%

See 4 more Smart Citations

Examining the dissemination of innovations in the sporting goods industry.

Hambrick¹

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Section: What Is the Effect Of Linkage Type On The Dissemination Of Imentioning

confidence: 99%

Section: Study Significancementioning

confidence: 99%

Section: Study Significancementioning

confidence: 99%

Section: Technological Linkagesmentioning

confidence: 99%

Section: Technological Linkagesmentioning

confidence: 99%

See 3 more Smart Citations

Examining the dissemination of innovations in the sporting goods industry.

Hambrick¹

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Multistep Flow of Communication: Evolution of the Paradigm

Weimann

2017

The International Encyclopedia of Media Effects

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Several models have attempted to describe how messages, images, information, and influence flow from the mass media to the public. These models also suggest the existence of direct flow, two‐step flow, and multistep flow. The evolution of these models was the result of empirical traditions as well as changing media technologies and platforms. This entry reviews the emergence of these models and their current state in the online era.

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Developing UGC social brand engagement model: Insights from diverse consumers

Naeem

Ozuem

2020

J of Consumer Behaviour

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Understanding the social influence of user‐generated content (UGC) to create social brand engagement (SBE) through social media has become a topic of major interest for both academics and marketers since the birth of online social networking. This study explores the social interaction of social media users (SMUs) involving brand‐related UGC, and the outcomes of this study show how SMUs' social interaction through UGC generates SBE in a fashion retail context. There is inadequate understanding regarding what the social motivational contexts of social actors are; these social motivational contexts can play a role in the social generation, exchange, and consumption of fashion brand‐related UGC. The present study intends to develop a UGC SBE model using the diverse insights of the customers of fashion brands. The present study opted for a social constructionist epistemological position using a qualitative research method. Semi‐structured interviews were conducted in the UK with 32 customers of fashion brands. Findings highlighted that social responsibility, sharing experience, staying connected and updated, and reward sharing are the major motivational factors that lead to the generation, exchange, and consumption of UGC that would create SBE. Also, the findings revealed the SMUs, as social actors, who played a significant role in generating SBE through their social interaction with UGC in everyday life: frequent SMUs, celebrities, opinion leaders, and product users. Most importantly, it was found that expert opinion influence as identification and crowd opinion were recognised as internalisation social influencing factors that generate SBE. This study proposes a holistic conceptualisation in a “UGC SBE model” by considering: (a) the identification and (b) the internalisation types of social influence of UGC with respect to fashion brand engagement.

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Opinion leadership in a computer-mediated environment

Cited by 217 publications

References 35 publications

Examining the dissemination of innovations in the sporting goods industry.

Examining the dissemination of innovations in the sporting goods industry.

Multistep Flow of Communication: Evolution of the Paradigm

Developing UGC social brand engagement model: Insights from diverse consumers

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