Research on growth of innovations introduced to the market has gradually shifted its focus
from aggregate-level diffusion to exploring how growth is influenced by a given social …

This article reviews 10 techniques used to identify opinion leaders to promote behavior
change. Opinion leaders can act as gatekeepers for interventions, help change social …

Polls show a strong decline in public trust of traditional news outlets; however, social media
offers new avenues for receiving news content. This experiment used the Facebook API to …

Opinion leaders can be influential in persuading their peers about news and politics, yet
their potential influence has been questioned in the social media era. This study tests a …

This study aims to integrate the literature on social media influencers into a framework that
classifies (potential) social media influencers and highlights their features. Previous …

Relationships and the pattern of relationships have a large and varied influence on both
individual and group action. The fundamental distinction of social network analysis research …

Opinion leaders and eWOM are becoming two of the most effective ways to launch a brand
on social media by creating viral marketing. However, how much influence does an opinion …

This paper, in order to deepen our understanding of the role of opinion leadership on
Twitter, the world's largest microblogging service, has investigated the interrelationships …

A central idea in marketing and diffusion research is that influentials—a minority of
individuals who influence an exceptional number of their peers—are important to the …

The authors investigate how critics affect the box office performance of films and how the
effects may be moderated by stars and budgets. The authors examine the process through …