Leaders that bind: the role of network position and network density in opinion leaders' responsiveness to social influence

Zhang, Honghong; Gong, Xiushuang

doi:10.1108/apjml-03-2020-0126

Cited by 10 publications

(8 citation statements)

References 53 publications

(85 reference statements)

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“…Third, high in-degree centrality suggests that a member is trusted by others and quite influential in the community ( Cross and Cummings, 2004 ; Lee et al, 2011 ). Such opinion leaders can thus accelerate the adoption of a product by other members of the social network ( Lin et al, 2018 ; Zhang and Gong, 2021 ). A member with influence in a community network will also be more attached to the focal brand ( Lee et al, 2011 ), and brand attachment has been found to be positively related to consumers’ purchase intentions ( Gilal et al, 2021 ; Petravičiūtė et al, 2021 ).…”

Section: Research Model and Hypothesesmentioning

confidence: 99%

Section: Community Members' Ego Network and New Product Adoptionmentioning

confidence: 99%

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Does brand community participation lead to early new product adoption? The roles of networking behavior and prior purchase experience

Jiang

Liao²,

Pang³

et al. 2023

Front. Psychol.

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IntroductionConsumers’ adoption behavior is critical to the success of new products, but the effects of brand communities on new product adoption have rarely been investigated. In this study, we draw on network theory to examine how consumer participation in brand communities (in terms of participation intensity and social networking behaviors) affects the adoption of new products.MethodsWe collected longitudinal data from 8,296 members of an online community of a well-known smartphone brand to assess the factors influencing new product adoption.ResultsThe results from applying a hazard model indicated that brand community participation increases the speed of adoption of new products. The positive effect of members’ out-degree centrality on new product adoption was found to be significant, but in-degree centrality only had an effect when users had previous purchasing experience.DiscussionThese findings extend the literature by revealing how new products are disseminated across brand communities. The study also makes theoretical and practical contributions to the literature on brand community management and product marketing.

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Section: Research Model and Hypothesesmentioning

confidence: 99%

Section: Community Members' Ego Network and New Product Adoptionmentioning

confidence: 99%

Does brand community participation lead to early new product adoption? The roles of networking behavior and prior purchase experience

Jiang

Liao²,

Pang³

et al. 2023

Front. Psychol.

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show abstract

“…SII means the tendency of a consumer to observe peers and seek information from peers (Bearden et al, 1989). SNI is reflected in the tendency to follow other people's purchase expectations to gain recognition from others and achieve their ideal image (Zhang and Gong, 2021).…”

Section: Conceptual Background 21 Millennials' Social Identity Mechan...mentioning

confidence: 99%

“…, 1989). SNI is reflected in the tendency to follow other people's purchase expectations to gain recognition from others and achieve their ideal image (Zhang and Gong, 2021).…”

Section: Conceptual Backgroundmentioning

confidence: 99%

The impact of culture on millennials' attitudes towards luxury brands: evidence from Tokyo and Shanghai

Cheng

Sang

Song

et al. 2022

APJML

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PurposeBased on the theory of social identity mechanism, this study aimed to investigate the associations with millennial consumers' need for uniqueness (NFU), susceptibility to peer influence (SPI) and attitudes towards luxury brands (ALB) under the cross-cultural context. The mediating effect of fashion innovativeness (FI) and the moderating effect of culture were examined.Design/methodology/approachThe data for this study were collected through a survey from 217 millennials in Shanghai and 268 millennials in Tokyo. Moderation analysis and mediation analysis using Hayes PROCESS macro were applied to test proposed hypotheses.FindingsResults show that NFU and SPI have a significantly positive effect on millennials' ALB, and fashion innovativeness plays a mediating role in this process. Furthermore, the positive impact of NFU on millennials' ALB for relatively individualistic cities (Shanghai) is stronger than for relatively collectivist cities (Tokyo). The positive impact of susceptibility to informative influence (SII) on millennials' ALB for Tokyo is stronger than for Shanghai.Practical implicationsThe research results suggest how different cultures can support marketers in effectively carrying out their business strategy.Originality/valueUnder the cross-cultural background, the social identity mechanism behind the attitudes of millennials towards luxury brands has been widely recognised. However, little is known about how culture could moderate the social identity mechanism behind millennials' ALB. By analysing these mechanisms, this study compares the cultures of Shanghai and Tokyo and expands the previous research achievements.

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“…However, little study has focused on the entire social process or the interaction between political skill and the social influence impact of its aspects (McAllister et al, 2016). This will lead to critical information on network conditions in which leaders may be just as susceptible to social influence as others but also capable of influencing others' views or conduct (Zhang & Gong, 2020). It is possible to influence each employee to provide higher-quality services, resolve employee corruption and misbehaviour, and adhere to good governance principles (Mohamad et al, 2014).…”

Section: ■ 30 Leadership and Social Influence And The Effectiveness Of Good Governance Practicesmentioning

confidence: 99%

Leadership and Social Influence: Assessing the Future-Ready Human Skills Towards the Effectiveness of Good Governance Practices

Mahmood

Baskaran

2021

JOSTIP

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Leadership and social influence have been hotly debated as among the top 21st-century skills. Previous research on leadership and social influence has focused mostly on leadership traits and characteristics, while little research has examined the social influence process by which public servants become effective leaders. The purpose of this paper is to develop an initial review from a public service perspective to outline the skill that contributes to the development as a future-ready human skill by public servants. This conceptual paper relies on prior research and existing theory to focus on the developmental processes that lead to acquiring the leadership and social influence skill as future-ready human skills. Additionally, leadership and social influence skills could contribute to particular behaviours to the effectiveness of good governance practices. Based on the literature review, it is assumed that there is a positive relationship between leadership and social influence and the effectiveness of good governance practices. Most importantly, this paper addresses how the skill is unique and most realistically developed in a public organisation.

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Leaders that bind: the role of network position and network density in opinion leaders' responsiveness to social influence

Cited by 10 publications

References 53 publications

Does brand community participation lead to early new product adoption? The roles of networking behavior and prior purchase experience

Does brand community participation lead to early new product adoption? The roles of networking behavior and prior purchase experience

The impact of culture on millennials' attitudes towards luxury brands: evidence from Tokyo and Shanghai

Leadership and Social Influence: Assessing the Future-Ready Human Skills Towards the Effectiveness of Good Governance Practices

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