On the Importance of Marginality: One More Step into the Two-Step Flow of Communication

Weimann, Gabriel

doi:10.2307/2095212

Cited by 174 publications

(96 citation statements)

References 12 publications

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“…In contrast, those that are located at the periphery of the network can challenge existing institutional norms (Clemens & Cook, 1999) because these organizations are largely excluded from the network (Phillips & Zuckerman, 2001) and face weaker institutional pressures. Because they are less embedded in the network, peripheral organizations are therefore more often exposed to alternative practices (Weimann, 1982).…”

Section: Structural Elements: Board Networkmentioning

confidence: 99%

Exceptional boards: Environmental experience and positive deviance from institutional norms

2012

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SummaryThis paper explores the phenomenon of positive organizational deviance from institutional norms by establishing practices that protect or enhance the natural environment. Seeking to explain why some organizations practice positive environmental deviance while others do not, we locate our inquiry on the board of directors-the organizational body that interprets external issues and guides organizational response. We find a strong correlation between positive deviance and the past environmental experience of board directors and the centrality of the organization within field-level networks. Organizations located on the periphery of the network or whose boards possess a high level of environmental experience are more likely to deviate in positive ways. Our conclusions contribute to multiple literatures in behavioral and environmental governance, the role of filtering and enaction in the process of institutional conformity and change, and the mechanisms behind proactive environmental protection strategies within business.

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Section: Structural Elements: Board Networkmentioning

confidence: 99%

Exceptional boards: Environmental experience and positive deviance from institutional norms

2012

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“…In this project however, they are included with early adopters since they represent a small fraction of the sample (10.4%). A cosmopolitan agent is an individual who is oriented to the world outside of his/her local social system (Merton, 1968) and relates his/her local social system to the larger social environment by providing his personal network and entire social system with links to outside data (Weimann. 1982;Gouldner, 1958;Davis, 1961).…”

Section: Results Findings and Discussionmentioning

confidence: 99%

Predicting Behavioural Evolution on a Graph-Based Model

Ojugo¹

2015

NET

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“…El modelo de comunicación basado en etapas múltiples o 'multi-step flow model' (Rogers y Shoemaker, 1971;Myers y Robertson, 1972;Weimann, 1982;Vincent, 2008;Edison y Geissler, 2011) propone la existencia de un número variable de relevos en el flujo de comunicación entre una fuente, origen o emisor y una extensa audiencia receptora, de modo que en una red por donde discurre la información y la influencia de forma libre, un líder de opinión puede ser influido por otro líder de opinión e influir a su vez a un número indefinido de consumidores en pasos sucesivos.…”

Section: Consideraciones Finales Y Futuras Líneas De Investigaciónunclassified

¿Quién haba de ti en internet? Una exploración de la ‘blogosfera’ afín a temas alimenticios = Who talks about you on the internet? An exploration of the food-related ‘blogosphere’

Pinto

2013

Pecvnia

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Universidad de Leónf e c h a d e r e c e p c i ó n : 1 0 / 0 2 / 2 0 1 4 f e c h a d e a c e p t a c i ó n : 1 4 / 0 7 / 2 0 1 4 ResumenEl consumidor actual de productos alimenticios está cada vez más concienciado con su dieta, su estilo de vida y su presupuesto, y por tanto, está más informado y es más exigente. De ello es testigo internet y los social media, cuyo potencial es enorme. En estas plataformas se relacionan millones de individuos formando redes por las que fluye comunicación 'boca-oreja' electrónica de gran repercusión para las empresas. Analizar estas redes sociales y mantener el contacto con ellas permite obtener un valioso feedback para la organización. En este de trabajo de investigación se realiza una exploración de la 'blogosfera' relacionada con alimentación, su capacidad de prescripción y su posicionamiento ante la publicidad. Finalmente se consideran diferentes aspectos que dan pie a posibles líneas de investigación futura.Palabras clave: Alimentación; Boca-oreja electrónico; Blogosfera; Liderazgo de opinión; Redes sociales online; Publicidad. AbstractToday's consumer is becoming increasingly aware of his/her diet, lifestyle and budget, and is therefore more informed and more demanding. The Internet and social media, whose potential is huge, are faithful witnesses of it. Millions of individuals interact on these platforms, creating networks through which 'electronic word-of-mouth' of great impact for companies flows. By analyzing and maintaining direct contact with these social networks, researchers can obtain valuable feedback for the organization. This research paper presents an exploration of the food-related 'blogosphere', its prescriptive capacity and positioning towards advertising. Finally, some possible lines of further research are considered.

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On the Importance of Marginality: One More Step into the Two-Step Flow of Communication

Cited by 174 publications

References 12 publications

Exceptional boards: Environmental experience and positive deviance from institutional norms

Exceptional boards: Environmental experience and positive deviance from institutional norms

Predicting Behavioural Evolution on a Graph-Based Model

¿Quién haba de ti en internet? Una exploración de la ‘blogosfera’ afín a temas alimenticios = Who talks about you on the internet? An exploration of the food-related ‘blogosphere’

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