Citation

Revisiting Opinion Leadership in the Online World: A Structural Equation Modeling Approach

Abstract | Word Stems | Keywords | Association | Citation | Similar Titles



Abstract:

Opinion leadership is an important topic in marketing and communication research. Based on a survey of 7,025 U.S. consumers, this study examines the characteristics of online opinion leaders, and investigates the association between online and offline opinion leadership and activism. Online opinion leadership is predicted by the use of interactive online media, offline opening leadership, and offline activism. Use of online informational media is not directly linked to online opinion leadership.

Most Common Document Word Stems:

opinion (193), onlin (125), leadership (108), leader (81), media (74), inform (61), offlin (60), use (60), m (52), social (40), interact (40), research (36), revisit (36), sd (35), communic (35), individu (34), journal (33), like (32), model (31), activ (30), studi (28),
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Association:
Name: Association for Education in Journalism and Mass Communication
URL:
http://www.aejmc.org


Citation:
URL: http://citation.allacademic.com/meta/p670713_index.html
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MLA Citation:

Lee, Tien-Tsung. and Bobkowski, Peter. "Revisiting Opinion Leadership in the Online World: A Structural Equation Modeling Approach" Paper presented at the annual meeting of the Association for Education in Journalism and Mass Communication, Renaissance Hotel, Washington DC, Aug 08, 2013 <Not Available>. 2018-08-30 <http://citation.allacademic.com/meta/p670713_index.html>

APA Citation:

Lee, T. and Bobkowski, P. , 2013-08-08 "Revisiting Opinion Leadership in the Online World: A Structural Equation Modeling Approach" Paper presented at the annual meeting of the Association for Education in Journalism and Mass Communication, Renaissance Hotel, Washington DC Online <APPLICATION/PDF>. 2018-08-30 from http://citation.allacademic.com/meta/p670713_index.html

Publication Type: Conference Paper/Unpublished Manuscript
Review Method: Peer Reviewed
Abstract: Opinion leadership is an important topic in marketing and communication research. Based on a survey of 7,025 U.S. consumers, this study examines the characteristics of online opinion leaders, and investigates the association between online and offline opinion leadership and activism. Online opinion leadership is predicted by the use of interactive online media, offline opening leadership, and offline activism. Use of online informational media is not directly linked to online opinion leadership.


Similar Titles:
Opportunity Makes Opinion Leaders: Analyzing the Role of First-Hand Information for Opinion Leadership in Social Media Networks


 
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