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

Content Provider	Springer Nature Link
Author	Risselada, Hans Verhoef, Peter C. Bijmolt, Tammo H. A.
Copyright Year	2015
Abstract	In this paper, we assess two alternative indicators of opinion leadership, self-reported opinion leadership and degree centrality, on the same dataset. We also investigate the interaction effect of these two indicators and the social network environment on opinion leadership. We use social network and survey data from the mobile telecom industry to analyze opinion leadership in smartphone adoption. We find that degree centrality indicates opinion leadership, but that self-reported opinion leadership indicates opinion leadership only under the right social circumstances. In case of weak to moderate network ties, the effect of self-reported opinion leadership is not significant. However, self-reported opinion leaders more effectively influence their strong ties. This study sheds light on indicators of opinion leadership and provides insights for managers to improve their social marketing campaigns.
Starting Page	449
Ending Page	460
Page Count	12
File Format	PDF
ISSN	09230645
Journal	Marketing Letters
Volume Number	27
Issue Number	3
e-ISSN	1573059X
Language	English
Publisher	Springer US
Publisher Date	2015-04-28
Publisher Place	New York
Access Restriction	One Nation One Subscription (ONOS)
Subject Keyword	Social network data Opinion leadership Adoption Marketing
Content Type	Text
Resource Type	Article
Subject	Business and International Management Economics and Econometrics Marketing

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1	Ministry of Education (GoI), Department of Higher Education	Sanctioning Authority	https://www.education.gov.in/ict-initiatives
2	Indian Institute of Technology Kharagpur	Host Institute of the Project: The host institute of the project is responsible for providing infrastructure support and hosting the project	https://www.iitkgp.ac.in
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4	Project PI / Joint PI	Principal Investigator and Joint Principal Investigators of the project	Dr. B. Sutradhar bsutra@ndl.gov.in Prof. Saswat Chakrabarti will be added soon
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Indicators of opinion leadership in customer networks: self-reports and degree centrality