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Identification of effective opinion leaders in the diffusion of…
Identification of effective opinion leaders in the diffusion of technological innovation: A social network approach
Information
Opinion leaders
People in a social network who have the greatest influence on other people's acknowledgment or adoption of products/services in the diffusion process of technological innovation
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Opinion leadership is “the degree to which an individual is able to influence other individuals' attitudes or overt behavior
informally in a desired way with relative frequency (Rogers)
Usually young and male with good academic backgrounds, influencing consumers with their professional knowledge in their fields
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Adoption of a product/technology by proper people in the initial stages of its diffusion can signal potential users to adopt it (Muller et al)
Diffusion that starts with opinion leaders, achieves critical mass faster
Approach
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Methodology
Redefines opinion leaders from the viewpoint of social network theory, and examines the effect of opinion leaders who have different attributes in social networks, using computational experiments
Examines how the effectiveness of attributes of opinion leaders changes as the type and characteristics of a network change
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Opinion leaders play an important role in the initial market formation of new (especially high-tech) products/services and, consequently, their successful diffusion
Results / Contribution
Findings
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Conclude that the characteristics of effective opinion leaders selected as initial adopters could vary depending on the characteristics of the social network and type of innovation
Opinion leaders affect the diffusion process only when the percentage of initial adopters reaches a critical mass
Goals
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Objective
Investigate which opinion leader is the best marketing choice in terms of diffusion speed and maximum cumulative number of adopters
Terminologies
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Critical mass
Minimum size or amount of something required to start or maintain a venture."a communication system is of no value unless there is a critical mass of users"
Social distance
The degree of closeness or acceptance an individual or group feels toward another individual or group.
Sociality
How sociable he was, how many people he knew?
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