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Hokkaido University Collection of Scholarly and Academic Papers >
Graduate School of International Media, Communication and Tourism Studies / Research Faculty of Media and Communication >
国際広報メディア・観光学ジャーナル = The Journal of International Media, Communication, and Tourism Studies >
No.18 >
社会ネットワークの視点から見たオンライン・コミュニティ : ネットワーク構造分析によるオピニオン・リーダー研究
This item is licensed under:Creative Commons Attribution-NonCommercial-ShareAlike 2.1 Japan
| Title: | 社会ネットワークの視点から見たオンライン・コミュニティ : ネットワーク構造分析によるオピニオン・リーダー研究 |
| Other Titles: | Online Community : A Social Network Perspective : An Empirical Study of Opinion Leader through Network Structure Analysis |
| Authors: | 蘇, 文1 Browse this author |
| Authors(alt): | Su, Wen1 |
| Issue Date: | 18-Mar-2014 |
| Publisher: | 北海道大学大学院国際広報メディア・観光学院 |
| Journal Title: | 国際広報メディア・観光学ジャーナル |
| Journal Title(alt): | The Journal of International Media, Communication, and Tourism Studies |
| Volume: | 18 |
| Start Page: | 157 |
| End Page: | 176 |
| Abstract: | A major challenge in many word-of-mouth marketing campaigns is the cost-effective identification of opinion leaders. Although, opinion leaders exert influence on the other consumers, they also get influenced by other consumers. From this point, we attempt to explain their mutual influence from a social network perspective. In this paper, opinion leaders were elicited from social media of china by measuring their six structural indexes of social network analysis. 703 effective samples were collected to verify the hypotheses. The findings show that: (a) About 15% of the members are opinion leaders. They are holding almost all the communication channels, which more than the channels that other members hold. (b) Opinion leader plays an important role as connecting different relation groups which have not mutual relations (c) Opinion leader is actively accessing original information, they disseminate the information in the preceding period of information dissemination process. |
| Rights: | http://creativecommons.org/licenses/by-nc-sa/2.1/jp/ |
| Type: | bulletin (article) |
| URI: | http://hdl.handle.net/2115/55168 |
| Appears in Collections: | 国際広報メディア・観光学ジャーナル = The Journal of International Media, Communication, and Tourism Studies > No.18
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Submitter: 蘇 文
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