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Are All Opinion Leaders Opinion Givers? Are All Opinion Givers Opinion Leaders?: A Clarification of Constructs Based on Empirical Data.

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Abstract:

Opinion leaders are a prime target group for any company. Studies on consumer behaviour support the importance of personal sources of information and influence. Still, careful attention should be given to methods of identifying these individuals.
We assess existing methods to identify opinion leaders. In particular, we address the question whether the most prominent construct, the King/Summers scale, is able to reliably and validly identify those individuals that perform as opinion givers.
On the basis of a survey of 10’100 respondents on money matters, we test this concept of opinion leadership. We show that without the benefit of ego-centred network analysis any study runs the risk of misjudging the importance of individuals identified as opinion leaders. We suggest a combination of network size and opinion leadership, arriving at a role differentiation of four groups. With this, we draft a communication model for active opinion leaders, communicators, silent experts and inactives.

Most Common Document Word Stems:

opinion (255), leader (143), scale (114), 1 (112), communic (104), leadership (101), 0 (95), person (89), network (81), 5 (73), 2 (72), 4 (69), ksol (67), 3 (67), social (65), 6 (63), x (63), inform (61), group (54), relat (54), activ (47),

Author's Keywords:

Opinion leaders, ego-centred network analysis, consumer communication, King/Summers opinion leadership scale test
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Name: International Communication Association
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http://www.icahdq.org


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URL: http://citation.allacademic.com/meta/p91554_index.html
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MLA Citation:

Tschoertner, Anke Carina., Jers, Cornelia. and Schenk, Michael. "Are All Opinion Leaders Opinion Givers? Are All Opinion Givers Opinion Leaders?: A Clarification of Constructs Based on Empirical Data." Paper presented at the annual meeting of the International Communication Association, Dresden International Congress Centre, Dresden, Germany, Jun 16, 2006 <Not Available>. 2013-12-17 <http://citation.allacademic.com/meta/p91554_index.html>

APA Citation:

Tschoertner, A. , Jers, C. and Schenk, M. , 2006-06-16 "Are All Opinion Leaders Opinion Givers? Are All Opinion Givers Opinion Leaders?: A Clarification of Constructs Based on Empirical Data." Paper presented at the annual meeting of the International Communication Association, Dresden International Congress Centre, Dresden, Germany Online <APPLICATION/PDF>. 2013-12-17 from http://citation.allacademic.com/meta/p91554_index.html

Publication Type: Conference Paper/Unpublished Manuscript
Abstract: Opinion leaders are a prime target group for any company. Studies on consumer behaviour support the importance of personal sources of information and influence. Still, careful attention should be given to methods of identifying these individuals.
We assess existing methods to identify opinion leaders. In particular, we address the question whether the most prominent construct, the King/Summers scale, is able to reliably and validly identify those individuals that perform as opinion givers.
On the basis of a survey of 10’100 respondents on money matters, we test this concept of opinion leadership. We show that without the benefit of ego-centred network analysis any study runs the risk of misjudging the importance of individuals identified as opinion leaders. We suggest a combination of network size and opinion leadership, arriving at a role differentiation of four groups. With this, we draft a communication model for active opinion leaders, communicators, silent experts and inactives.

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