Indicators of opinion leadership in customer networks: self-reports and degree centrality

Risselada, Hans; Verhoef, Peter C.; Bijmolt, Tammo H. A.

doi:10.1007/s11002-015-9369-7

Cited by 33 publications

(33 citation statements)

References 32 publications

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“…Network centrality is often equated with power and influence in groups (Friedkin, 2001); central consumers thus tend to be depicted as prominent influencers of more peripheral consumers (Lee et al, 2010;Risselada et al, 2015). Focusing on the context of shared consumption, the current findings suggest that this social asymmetry actually is a double-edged sword: The difference in centrality exerts some conformity pressure on the most peripheral consumer in the dyad but also may result in a boomerang effect, through reactance.…”

Section: Discussionmentioning

confidence: 67%

“…High network centrality affects a variety of marketing outcomes, including new product adoption (Katona, Zubcsek, & Sarvary, 2011;Kim & Park, 2011), product-related information-seeking behavior (Lee, 2014), and shopping behavior (Gentina & Bonsu, 2013). In a similar vein, centrality appears correlated with opinion leadership (Gentina, Butori, & Heath, 2014;Lee et al, 2010;Risselada, Verhoef, & Bijmolt, 2015). Central consumers are influential, first, because the number of others they reach in their daily social interactions is greater than the number reached by more peripheral consumers.…”

Section: Network Centrality and Consumer-to-consumer Influencementioning

confidence: 96%

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From conformity to reactance: Contingent role of network centrality in consumer-to-consumer influence

Chatterjee

Chollet

Trendel

2017

Journal of Business Research

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International audienceCentral consumers in a group often are influential, because their social prominence commands conformity from other members. Yet, there can be another contradictory effect of centrality, such that other members regard it as a threat to their attitudinal freedom and express reactance instead of conformity. Whether a group member conforms or reacts to the evaluation of a more central member might depend on the strength of their relationship, which determines the social cost of disagreeing. We provide evidence of such an interaction between centrality and relational strength with an experiment where participants with preexisting affective ties of varying strengths taste a snack in groups (Study 1) and a field study where participants connected by instrumental ties consume a complex service (Study 2). A scenario-based experiment manipulating centrality and strength of ties provides further evidence that reactance underlies the observed effects (Study 3)

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Section: Discussionmentioning

confidence: 67%

Section: Network Centrality and Consumer-to-consumer Influencementioning

confidence: 96%

From conformity to reactance: Contingent role of network centrality in consumer-to-consumer influence

Chatterjee

Chollet

Trendel

2017

Journal of Business Research

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“…Previous literature has identified key players, similar to perceived opinion leaders, who affect new product adoption according to their structural position in their networks or the outcome of their positions (e.g. central actors/players, hubs) (Goldenberg et al, 2009;Iyengar et al, 2011;Risselada et al, 2016). Social media opinion leaders are individuals who are extensively involved in relationships and communication with other actors (Wasserman and Faust, 1996) and are exposed to innovations earlier than others in their networks (Goldenberg et al, 2009).…”

Section: Perceived Opinion Leadership Social Media Opinion Leadership and New Product Adoptionmentioning

confidence: 99%

An international investigation of opinion leadership and social media

Akdevelioglu

Kara

2020

JRIM

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Purpose This paper aims to examine innovativeness and extraversion as antecedents of perceived and social media opinion leadership in different country-level contexts and explore how these antecedents influence product adoption differently. Design/methodology/approach A survey method was used to collect data from Turkey and the USA. A total of 415 respondents participated in two studies, and data were analyzed using structural equation modeling. Findings This research shows that innovativeness affects perceived opinion leadership, whereas extraversion affects social media opinion leadership, and these effects are moderated by country-level differences. Practical implications This research provides strategic information on how to identify and target influencers in social media across countries. This paper has implications for marketers who are trying to find influential consumers to increase new product adoption. Social media opinion leaders are important seeding points, because they actively initiate new product adoption for other consumers. Marketers should create strategies that are in line with the country’s cultural orientation in addition to personal/psychological traits. Social implications This research provides valuable information to better explain the consumers’ adoption of technological products and the factors affecting this process in the context of social media. Specifically, this paper identifies strategies to use cultural differences across countries (i.e. Turkey versus the USA) and personality traits (i.e., innovativeness and extraversion) in the adoption of new products. Originality/value This paper extends prior literature on opinion leadership by uncovering consumer dynamics internationally, which are known to influence social media use. Specifically, by examining the effect of innovativeness and extraversion on opinion leadership in different countries, this research contributes to the literature on new product adoption and has implications for effectively identifying influencers in social media.

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“…Then, the discovery of opinion leaders associates sentiment analysis to candidates with the sentiment with the actual price movement trend [23]. Risselada et al find that degree centrality indicates opinion leadership, but that self-reported opinion leadership indicates opinion leadership only under the right social circumstances [24]. Rocha et al present a preliminary evaluation about a combined analysis of Sentiment Analysis and Influential Users Detection and propose a methodology to quantify factors in real domains that may affect such analysis, as well as the potential benefits of combining Sentiment Analysis Methods with Influential Users Detectionones [25].…”

Section: B Opinion Leader Rolementioning

confidence: 99%

High-Value User Identification Based on Topic Weight

et al. 2019

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The role identification in social networks is important for analyzing and understanding social networks, predicting user behavior, and researching relationships and interactions between users. Most role identification works are based on link analysis following the ideas of PageRank and HITS, and some methods also combing link analysis and content analysis. However, previous role identification methods focus on the amount of topic released by the target user without considering the importance of the topic. In order to identify high-value users by topic weights in social networks, this paper first proposes a method of assigning topic weights based on the LDA model and the collective credit allocation method in science(CCA). Then we introduce content value density based on the Kullback-Leibler divergence of topic weight and topic distribution to rank the high-value users. In addition, the new method is more suitable for calculation on large-scale networks and time-evolution networks because the new method is an inductive method which works on the local graph. Finally, the experiments are carried out to analyze the effect of the topic weight allocation and content value density in a real data set. The results show that the new method is superior to the compared methods when identifying high-value users in certain circumstances. INDEX TERMS Social network, role identification, high-value user, topic weight.

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Indicators of opinion leadership in customer networks: self-reports and degree centrality

Cited by 33 publications

References 32 publications

From conformity to reactance: Contingent role of network centrality in consumer-to-consumer influence

From conformity to reactance: Contingent role of network centrality in consumer-to-consumer influence

An international investigation of opinion leadership and social media

High-Value User Identification Based on Topic Weight

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