Excellence in Research and Innovation for Humanity

International Science Index


Select areas to restrict search in scientific publication database:
10008238
Review for Identifying Online Opinion Leaders
Authors:
Abstract:
Nowadays, Internet enables its users to share the information online and to interact with others. Facing with numerous information, these Internet users are confused and begin to rely on the opinion leaders’ recommendations. The online opinion leaders are the individuals who have professional knowledge, who utilize the online channels to spread word-of-mouth information and who can affect the attitudes or even the behavior of their followers to some degree. Because utilizing the online opinion leaders is seen as an important approach to affect the potential consumers, how to identify them has become one of the hottest topics in the related field. Hence, in this article, the concepts and characteristics are introduced, and the researches related to identifying opinion leaders are collected and divided into three categories. Finally, the implications for future studies are provided.
Digital Article Identifier (DAI):

References:

[1] Childers, T. L., “Memory for the visual and verbal components of print advertisements”, Psychology and Marketing, 3(3), 2006, pp. 137-149.
[2] Flynn, L. R., Goldsmith, R. E., and Eastman, J. K., “Opinion leaders and opinion seekers: two new measurement scales”, Journal of the Academy of Marketing Science, 24(2), 1996, pp. 137-147.
[3] Berkman, H. W., and Gilson, C., Consumer Behavior: Concepts and Strategies. Boston: Kent Pub. 1986.
[4] Homans, G. C., Social Behaivor: its Elementary Forms. Taylor and Francis. 1961.
[5] Rogers, E. M., and Cartano, D. G., “Methods of measuring opinion leadership”, Public Opinion Quarterly, 26(3), 1962, pp. 435-441.
[6] Stern, B. B., and Gould, S. J., “The consumer as financial opinion leader”, Journal of Retail Banking, 10(2), 1988, pp. 43-52.
[7] Goldsmith, R.E., Flynn, L.R. and Goldsmith, E.B., “Innovative consumers and market mavens”, Journal of Marketing Theory and Practice, 11(4), 2003, pp. 56-64.
[8] Hazeldine, M F., “An exploratory role analysis of opinion leaders, adopters, and communicative adopters with a dynamically continuous innovation”, Journal of Applied Business Research, 26(4), 2010, pp. 117-130.
[9] Momtaz, N. J., Aghaie, A., and Alizadeh, S., “Identifying opinion leaders for marketing by analyzing online social networks, International Journal of Virtual Communities and Social Networking, 3(1), 2011, pp. 43-59.
[10] Forbes, L. P., “Does social media influence consumer buying behavior? An investigation of recommendations and purchases”, Journal of Business and Economics Research, 11(2), 2013, pp. 107-112.
[11] Katz, E., and Lazarsfeld, P. E., Personal Influence: the Part Played by People in the Flow of Mass Communication. New York: Free Press. 1955.
[12] Hellevik, O., and Bjorklund, T., “Opinion leadership and political extremism”, International Journal of Public Opinion Research, 3(2), 1991, pp. 157-181.
[13] Arndt, J., “Role of product-related conversations in the diffusion of a new product”, Journal of Marketing Research, 4(1), 1967, pp. 291-295.
[14] Corey, L. G., “People who claim to be opinion leaders: identifying their characteristics by self-report”, Journal of Marketing, 35(4), 1971, pp. 48-53.
[15] Engel, J.F., Blackwell, R.D., and Miniard, P.W., Consumer Behaviour (8th ed.), Fort Worth: Dryden Press. 1995.
[16] Valente, T.W., and Davis, R.L., “Accelerating the diffusion of innovations using opinion leader”, the Annals of The American Academy of Political and Social Science, 566(1), 1999, pp. 55-67.
[17] Rogers, E. M., Diffusion of Innovation (5th ed.), New York: Free Press. 2003.
[18] Lyons, B., and Henderson, K., “Opinion leadership in a computer-mediated environment”, Journal of Consumer Behaivour, 4(5), 2005, pp. 319-329.
[19] Weimann, G., “The influentials: Back to the concept of opinion leaders?”, Public Opinion Quarterly, 55(2), 1991, pp. 267-279.
[20] Myers, J. H., and Robertson, T. S., “Dimensions of Opinion Leadership”, Journal of Marketing Research, 9(1), 1972, pp. 41-46.
[21] Trepte, S., and Scherer, H., “What do they really know? Differentiating Opinion Leaders into Dazzlers and Experts”, Proceeding of Annual meeting of the International Communication Association, 2004.
[22] Baumgarten, S. A., “The innovative communicator in the diffusion process”, Journal of Marketing Research, 12(1), 1975, pp. 12-18.
[23] King, C. W., “Fashion adoption: a rebuttal to the ‘trickle down’ theory”. In Toward Scientific Marketing. Ed. Stephen Greyser. Chicago, 1964, pp. 108-125.
[24] Goldenberg, J., Han, S., and Lehmann, D. R., “The role of hubs in The adoption process”, Journal of Marketing, 73(2), 2009, pp. 1-13.
[25] Bloch, P. H., and Richins, M. L., “A Theoretical Model for the Study of Product Importance Perceptions”, Journal of Marketing, 47(3), 1983, pp. 69-81.
[26] Troldahl, V. C. and Dam, R. V., “Face-to-face Communication about Major Topics in the News”, Public Opinion Quarterly, 29, 1965, pp. 626-634.
[27] Weimann Gabriel., The Influentials: People Who Influence People. State University of New York Press. 1994.
[28] Rogers, E. M., Diffusion of Innovation (4th ed.). New York: The Free Press. 1995.
[29] He Ling., The research on opinion leaders in the network communication. Unpublished doctor thesis. Social Sciences Graduate University in Sichuan Province in China. 2010.
[30] Wang Junze, Wang Yalei, Yu Hang et al., “Research on Opinion Leader Recognition Model in Micro-blog”, Journal of News and Communication Research, 6, 2006, pp. 81-88.
[31] Ding Hanqing, and Wang Yaping., “An analysis of characteristics of opinion leaders in SNS -- a case study of Douban website”, Journal of News and Communication Research, 3, 2010, pp. 83-91.
[32] Ding Xuefeng, Hu Yong, Zhao Wen et al., “A study on the characteristics of online opinion leaders”, Journal of Sichuan University, 2, 2010, pp. 145-149.
[33] Xu Ke, and Chen Xi., “A study on the Influential Propagation Model of the opinion leader in BBS -- a case study of the BBS in Shanghai Jiaotong University”, Journal of News University, 2010, pp. 87-93.
[34] Zhu Shuai, Zheng Xiaolin, and Chen Deren., “Research on the algorithm of automatic discovery of opinion leaders in forums”, Journal of System Engineering Theory and Practice, 31(S2), 2011, pp. 7-12.
[35] Liu Zhiming, and Liu Lu., “Identification and analysis of opinion leaders in Micro-blog”, Journal of Systems Engineering, 29(6), 2011, pp. 8-16.
[36] Li Yuzhen, Hu Yong, Xiong Xi, et al., “Evaluation model of opinion leaders in Micro-blog”, Journal of Information Security and Communication Confidentiality, 2, 2013, pp. 79-81.
[37] Zhang, W., Li, X., He, H., et al., “Identifying Network Public Opinion Leaders Based on Markov Logic Networks”, The Scientific World Journal, 2014, pp. 1-8.
[38] Matsumura, N., Ohsawa, Y., and Ishizuka, M., “Mining and Characterizing Opinion Leaders from Threaded Online Discussions”, Proceedings of the 6th International Conference on Knowledge-Based Intelligent Engineering Systems and Allied Technologies, 2002, pp. 1267-1270.
[39] Fan Xinghua, Zhao Jing, Fang Binxing, et al., “Influencing diffusion probability model and its application for opinion leader discovery”, Journal of Computer Science, 36(2), 2013, pp. 360-367.
[40] Agarwal, N., Liu, H., Tang, L., et al., “Identifying the influential bloggers in a community”, Proceedings of the International Conference on Web Search and Web Data Mining, 2008, pp. 207-218.
[41] Feng, L., and Du, T. C., “Who is talking? An ontology-based opinion leader identification framework for word-of-mouth marketing in online social blogs”, Decision Support Systems, 51(1), 2011, pp. 190-197.
[42] Song, K., Wang, D., Feng, S., Wang, D., and Yu, G., “Detecting positive opinion leader group from forum”, Web-Age Information Management, 7418, 2012, pp. 95-101.
[43] Page, L., Brin, S., Motwani, R., and Winograd, T., “The PageRank Citation Ranking: Bringing Order to the Web”, Technical Report of Stanford University, 1998.
[44] Ning Lianju, and Wan Zhichao., “Identifying opinion leaders Based on Group Review”, Information magazine, (8), 2013, pp. 204-206.
[45] Hon Wai Lam, and Chen Wu., “Finding influential eBay buyers for viral marketing—a conceptual model of buyerrank”, Proceedings of IEEE conference on commerce and enterprise computering, 2009, pp. 778-785.
[46] Zhou, H., Zeng, D., and Zhang, C., “Finding leaders from opinion networks”, Proceedings of the 2009 IEEE International Conference on Intelligence and Security Informatics, 2009, pp. 266-268.
[47] Song Xiaodan, Yun Chi, Koji Hino, et al., “Identifying opinion leaders in the blog-sphere”, Proceedings of the sixteenth ACM conference on Conference on information and knowledge management, 2007, pp. 971-974.
[48] Zhai Zhongwu, Xu Hua and Jia Peifa., “Identifying opinion leaders in BBS”, Proceedings of the 2008 IEEE/WIC/ACM M International Conference on Web Intelligence and Intelligent Agent Technology, 2008, pp. 398-401.
[49] Yu, X., Wei, X., and Lin, X., “Algorithms of BBS opinion leader mining based on sentiment analysis”, Web Information Systems and Mining, 6138, 2010, pp. 360-369.
[50] Weng, J., Lim, E., Jiang, J., et al., “TwitterRank:finding topic-sensitive influential twitterers”, Proceedings of the third ACM International Conference on Web Search and Data Mining, 2010, pp. 261-270.
[51] Lin Yu, Li, H., Liu, X., et al., “Hot Topic Propagation Model and Opinion Leader Identifying Model in Microblog Network”, Abstract and Applied Analysis, 36(2), 2013, pp. 360-367.
[52] Chen Ran., “Identification methods and principles of opinion leaders in online forums”, Journal of Media Age, 2012, pp. 33-36.
[53] Kim, D., “Identifying opinion leaders by using social network analysis: a synthesis of opinion leadership data collection methods and instruments”, Unpublished doctor thesis, the faculty of the Scripps College of Communication of Ohio University, 2007.
[54] Valente, T. W., Network models of the diffusion of innovations, Creskill, N. J. Hampton Press. 1995.
[55] Iyengar, R., Van den Bulte, C.,and Valente, T. W., “Opinion leadership and social contagion in new product diffusion”, Marketing Science, 30(2), 2011, pp. 195-212.
[56] Ho, J. Y. C., and Dempsey, M., “Viral Marketing: Motivations to Forward Online Content”, Journal of Business Research, 63(9), 2010, pp. 1000-1006.
[57] Gao Junbo and Yang Jing., “Analysis on the opinion leaders in the online forums”, Journal of University of Electronic Science and Technology of China, 36(6), 2007, pp. 1249-1252.
[58] Chen Yuan, and Liu Xinyu., “Recognizing opinion leaders based on Social Network Analysis”, Journal of Information Science, 33(4), 2015, pp. 13-20.
[59] Wang Di, and He Yue., “Analyzing structure of opinion leaders based on Social Network Analysis”, Journal of Statistics and information forum, 28(10), 2013, pp. 84-89.
[60] Zhao Hanqing. “Research on the identification of opinion leaders in Micro-blog based on Social Network Analysis”, Journal of E-commerce, 9, 2013, pp. 63-64.
[61] Zhang Junli, Sun Houquan, and Wang Dongdong., “Analysis of opinion leaders of the government”, Journal of Information magazine, 33(1), 2014, pp. 124-128.
[62] Luo Xiaoguang and Xilulu., “Research on opinion Leaders of electronic word-of-mouth based on Social Network Analysis”, Journal of E-commerce and Information Management, 24(1), 2012, 75-81.
[63] Cho, Y., Hwang, J., and Lee, D., “Identification of effective opinion leaders in the diffusion of technological innovation: A social network approach”, Technological Forecasting and Social Change, 79(1), 2012, pp. 97-106.
[64] Wang Lu and Ma Ruxia., “The function of opinion leaders in the virtual communities of knowledge”, China Academic Journal of Electronic Publishing Hourse, 2009, pp. 54-58.
[65] Liu Min, Hu Fangang, and Li Xingbao., “Social network location and roles analysis of opinion leaders in teacher virtual community”, China Academic Journal of Electronic Publishing Hourse, 325, 2014, pp. 46-53.
Vol:12 No:10 2018Vol:12 No:09 2018Vol:12 No:08 2018Vol:12 No:07 2018Vol:12 No:06 2018Vol:12 No:05 2018Vol:12 No:04 2018Vol:12 No:03 2018Vol:12 No:02 2018Vol:12 No:01 2018
Vol:11 No:12 2017Vol:11 No:11 2017Vol:11 No:10 2017Vol:11 No:09 2017Vol:11 No:08 2017Vol:11 No:07 2017Vol:11 No:06 2017Vol:11 No:05 2017Vol:11 No:04 2017Vol:11 No:03 2017Vol:11 No:02 2017Vol:11 No:01 2017
Vol:10 No:12 2016Vol:10 No:11 2016Vol:10 No:10 2016Vol:10 No:09 2016Vol:10 No:08 2016Vol:10 No:07 2016Vol:10 No:06 2016Vol:10 No:05 2016Vol:10 No:04 2016Vol:10 No:03 2016Vol:10 No:02 2016Vol:10 No:01 2016
Vol:9 No:12 2015Vol:9 No:11 2015Vol:9 No:10 2015Vol:9 No:09 2015Vol:9 No:08 2015Vol:9 No:07 2015Vol:9 No:06 2015Vol:9 No:05 2015Vol:9 No:04 2015Vol:9 No:03 2015Vol:9 No:02 2015Vol:9 No:01 2015
Vol:8 No:12 2014Vol:8 No:11 2014Vol:8 No:10 2014Vol:8 No:09 2014Vol:8 No:08 2014Vol:8 No:07 2014Vol:8 No:06 2014Vol:8 No:05 2014Vol:8 No:04 2014Vol:8 No:03 2014Vol:8 No:02 2014Vol:8 No:01 2014
Vol:7 No:12 2013Vol:7 No:11 2013Vol:7 No:10 2013Vol:7 No:09 2013Vol:7 No:08 2013Vol:7 No:07 2013Vol:7 No:06 2013Vol:7 No:05 2013Vol:7 No:04 2013Vol:7 No:03 2013Vol:7 No:02 2013Vol:7 No:01 2013
Vol:6 No:12 2012Vol:6 No:11 2012Vol:6 No:10 2012Vol:6 No:09 2012Vol:6 No:08 2012Vol:6 No:07 2012Vol:6 No:06 2012Vol:6 No:05 2012Vol:6 No:04 2012Vol:6 No:03 2012Vol:6 No:02 2012Vol:6 No:01 2012
Vol:5 No:12 2011Vol:5 No:11 2011Vol:5 No:10 2011Vol:5 No:09 2011Vol:5 No:08 2011Vol:5 No:07 2011Vol:5 No:06 2011Vol:5 No:05 2011Vol:5 No:04 2011Vol:5 No:03 2011Vol:5 No:02 2011Vol:5 No:01 2011
Vol:4 No:12 2010Vol:4 No:11 2010Vol:4 No:10 2010Vol:4 No:09 2010Vol:4 No:08 2010Vol:4 No:07 2010Vol:4 No:06 2010Vol:4 No:05 2010Vol:4 No:04 2010Vol:4 No:03 2010Vol:4 No:02 2010Vol:4 No:01 2010
Vol:3 No:12 2009Vol:3 No:11 2009Vol:3 No:10 2009Vol:3 No:09 2009Vol:3 No:08 2009Vol:3 No:07 2009Vol:3 No:06 2009Vol:3 No:05 2009Vol:3 No:04 2009Vol:3 No:03 2009Vol:3 No:02 2009Vol:3 No:01 2009
Vol:2 No:12 2008Vol:2 No:11 2008Vol:2 No:10 2008Vol:2 No:09 2008Vol:2 No:08 2008Vol:2 No:07 2008Vol:2 No:06 2008Vol:2 No:05 2008Vol:2 No:04 2008Vol:2 No:03 2008Vol:2 No:02 2008Vol:2 No:01 2008
Vol:1 No:12 2007Vol:1 No:11 2007Vol:1 No:10 2007Vol:1 No:09 2007Vol:1 No:08 2007Vol:1 No:07 2007Vol:1 No:06 2007Vol:1 No:05 2007Vol:1 No:04 2007Vol:1 No:03 2007Vol:1 No:02 2007Vol:1 No:01 2007