Dissertations / Theses on the topic 'Opinion leaders'
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Gonzalez, Amanda, Joseph Blomqvist, and Tianchen Hu. "Opinion leaders in the new social environment : A Youtube case on social media opinion leaders." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-53422.
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Due to the development of new technology, there has been a shift in many communication concepts. With consumers now gaining more control in the online environment, more influential consumers, or ‘opinion leaders’, can also gain from this increase in power. However, insufficient research has been conducted regarding the concept of social media opinion leadership, and in particular what the relational nature of these new opinion leaders is. Therefore, this study aims to explore this issue within the social media opinion leadership theory. A qualitative research design was applied to get a more in depth insight to the issue, in where interviews were conducted with followers of specific opinion leader on a social media platform. The empirical data was analyzed through the means of coding and interpretation which then lead into the theory of what possible relationships can be found amongst social media opinion leaders and their followers. Conclusively, three types of relationships emerged as most dominant: the trustworthiness relationship, the friendly relationship and the passive relationship. The theoretical contributions of this paper together with practical implications and suggestion for future research are discussed based on that conclusion.
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Kim, Do Kyun. "Identifying Opinion Leaders by Using Social Network Analysis: A Synthesis of Opinion Leadership Data Collection Methods and Instruments." Ohio : Ohio University, 2007. http://www.ohiolink.edu/etd/view.cgi?ohiou1186672135.
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Gcaba, Sazi Sibusiso Nhlanhla. "Influence of young opinion leaders on older generation regarding mobile internet usage." Diss., University of Pretoria, 2012. http://hdl.handle.net/2263/29634.
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Intergenerational influence is the transmission of information and beliefs from one family generation to the next. Intergenerational influence is at work whenever older generation seek advice from younger generation, or vice versa. The study investigated the influence of young opinion leaders on older generation regarding mobile internet usage.The study followed a convenience research design. A total of 597 online questionnaires were sent to Nedbank Group Technology employees aged over 44 via email. A total of 66 complete, complete, usable, online questionnaires were completed. The key finding was that young opinion leaders are likely to positively influence older generation regarding mobile internet usage. The finding is consistent with previous studies.Dissertation (MBA)--University of Pretoria, 2012.
Gordon Institute of Business Science (GIBS)
unrestricted
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Mirmehdi, Ali. "The Diffusion of Iowa Communications Network Two Decades Latter: Opinion Leaders and Innovation." Thesis, NSUWorks, 2016. https://nsuworks.nova.edu/fse_etd/101.
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This study originally pursues determining how widely diffused Iowa Communications Network (ICN) is as a technology of distance education. To be clear, the question to be answered is: How do representative adopters of the ICN feel about using this technology? Theoretically, positive opinions of these adopters regarding the ICN as a technology of distance learning are viewed as indicating that the technology is fairly diffused. The representative adopters in this study are selected from among experts and educational leaders. Further in the study, it is also sought to explore how distance education might progress in the future. A major point of departure for the study is that favorable opinions toward an innovation help influence its diffusion. Extensive information is thus provided regarding theories of opinion leadership from late 19th century to present. Three different lines of thought are identified among these theories: imitation and modeling, influence from mass media, and influence from the Internet. The study has used these theories to develop three research tools. Two of these tools are used to measure the diffusion of the ICN. The last one is used to make predictions about the future of distance education. The story of the ICN is closely related to what distance education might be like in the coming times. Distance-learning tools would of course grow increasingly advanced. But virtual education that became refined through using the ICN seems to hardly go through drastic change in the foreseeable future.
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Sietman, Rebecca Michelle Border. "Framing the 2004 Presidential Election: the role of media, political discussion, and opinion leaders." Connect to this title online, 2005. http://rave.ohiolink.edu/etdc/view?acc%5Fnum=osu1117641050.
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Thesis (Ph. D.)--Ohio State University, 2005.Title from first page of PDF file. Document formatted into pages; contains xiv, 199 p. Includes bibliographical references (p. 180-199). Available online via OhioLINK's ETD Center
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Kratzer, Jan, and Christopher Lettl. "Distinctive Roles of Lead Users and Opinion Leaders in the Social Networks of Schoolchildren." University of Chicago Press, 2009. http://dx.doi.org/10.1086/599324.
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Prior research has shown that both lead users and opinion leaders may propel the diffusion of innovation. This raises the question of whether lead users and opinion leaders are positioned similarly in social networks, which we address using a sample of 23 school classes consisting of 537 children. Research among children is very scarce in this particular domain. Our statistical analyses based on hierarchical linear modeling reveal two general results: first, lead users among children appear to possess a variety of links between clusters; second, opinion leaders are locally positioned within clusters of children and have many direct links. (authors' abstract)
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NUNES, RENATA HUHN. "EFFECTS OF OPINION LEADERS RECOMMENDATIONS IN SOCIAL MEDIA ON THEIR FOLLOWER S PURCHASE INTENTION." PONTIFÍCIA UNIVERSIDADE CATÓLICA DO RIO DE JANEIRO, 2016. http://www.maxwell.vrac.puc-rio.br/Busca_etds.php?strSecao=resultado&nrSeq=27447@1.
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PONTIFÍCIA UNIVERSIDADE CATÓLICA DO RIO DE JANEIROCONSELHO NACIONAL DE DESENVOLVIMENTO CIENTÍFICO E TECNOLÓGICO
As mídias sociais virtuais têm mudado a forma como os consumidores se comunicam e interagem. O ambiente virtual permitiu que eles tivessem acesso a uma grande quantidade de dados de maneira rápida e barata. Nesse contexto, líderes de opinião digitais aparecem como importantes fontes de informação, provendo opiniões especializadas sobre produtos e serviços. Considerando-se que existe uma vasta disponibilidade de mensagens sobre consumo, torna-se interessante entender como essas mensagens conseguem interferir na intenção de compra dos consumidores potenciais. No presente estudo foi proposto que após um consumidor ter acesso, em mídias sociais virtuais, a mensagens com capacidade de persuasão passadas por líderes de opinião digitais, ocorre a aceitação das informações e a mudança na atitude em relação a compra de produtos recomendados por eles. Esses dois fatores, por sua vez, influenciam a intenção de compra do consumidor. Dados coletados via survey online com 204 usuários da mídia social virtual Instagram, seguidores da conta Comprei e Aprovei, foram analisados por meio de equações estruturais a fim de testar o modelo proposto com hipóteses sobre o comportamento do consumidor na adoção de informações em mídias sociais virtuais para decisões de consumo. Com base nos dados coletados, observou-se que um líder de opinião digital capaz de gerar mensagens persuasivas consegue mudar a atitude dos seus seguidores e fazer com que aceitem a informação fornecida, influenciando a intenção de compra dos produtos avaliados. Isso realça a relevância desses líderes de opinião para estratégias de Marketing das empresas.
Virtual social media has been changing the way consumers interact and communicate to each other. The online environment has allowed people to access a great amount of data in a quick-and-cheap way. In face of that, digital opinion leaders emerge as important sources of information, providing expert opinions about products and services. Since there is a wide amount of consumption-related messages available, it could be interesting to understand how this type of message can interfere with consumers shopping intentions. On this study, it is hypothised that after having access to persuasive messages published by digital opinion leaders, one tends to accept the information and change its attitude towards buying what was recommended. These two factors, then, impactate consumer s shopping intentions. Online surveys were conducted with 204 followers of the Brazilian account Comprei e Aprovei on Instagram, an online social media. The data was analyzed through structural equation modeling in order to test whether or not the proposed model and its hypotheses could be validated. Based on the collected data, it was possible to verify that a digital opinion leader that is capable of creating persuasive messages can change the attitude of their followers and lead them to accept the given information, and through that, increase their intention to buy the evaluated products or services. All this emphasize the relevance of these opinion leaders in Marketing-strategy contexts.
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Vitale, Dean C. Armenakis Achilles A. "Organizational change recipients and choosing an opinion leader a mixed methods investigation /." Auburn, Ala, 2008. http://repo.lib.auburn.edu/EtdRoot/2008/SUMMER/Management/Dissertation/Vitale_Dean_35.pdf.
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Graham, Stephen W. "A role analysis of opinion leaders, adopters, and communicative adopters with a dynamically continuous innovation." CSUSB ScholarWorks, 1995. https://scholarworks.lib.csusb.edu/etd-project/1027.
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Bennett, Belinda Renee. "The Influence of Student Interactions on College Student Leader Change in Opinion: Differences by Frequency of Involvement." Diss., Virginia Tech, 2006. http://hdl.handle.net/10919/29958.
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Leaders are generally viewed in a positive frame as having the ability to influence and motivate others (Tierney, 2005). They are frequently required to make choices in order to lead their organizations. Those choices are often influenced by the opinions of followers and public opinion in general (McIntosh, Cacciola, Clermont & Keniry, 2001). Understanding the opinion formation process, how leaders formulate opinions and how they make choices in leading their organizations is still at issue (Burns, 1978; Gardner, 1990).
One of the goals of higher education is to create student leaders who are contributing members of society and who are able to generate informed opinions. The purpose of this study was to explore the influence of student-student interactions on change of opinion among student leaders (SLs) and non-student leaders (NSLs). This study compared differences between student leaders and non-student leaders, and sought to examine which types of discussions with students different from oneself, best predict change in opinion.
Data from the 2004 College Student Experience Questionnaire (CSEQ) (Pace, 1984) were used in the study. The CSEQ asks respondents about their involvement with leadership experiences and the degree to which they have influenced others' opinions and been influenced by others' opinions. Participants also report how often they have become acquainted with or had discussions with other students who are different from themselves based on several characteristics. These characteristics referred to individuals who had different interests, philosophies of life or personal values, political opinions, religious beliefs, race or ethnic backgrounds, family backgrounds or were from different countries. Data were analyzed via logistic regression and t-tests.
Findings revealed that discussions with other students who are different from oneself in regards to political values and country of origin lead to higher levels of opinion change. Opinion change, then, is influenced by specific types of discussions, and these discussions have an even greater influence on SLs than NSLs. In addition, highly involved SLs engage in discussions with others different from oneself significantly more often than less involved SLs for each of the seven types of discussions.Ph. D.
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McConachie, Bradley. "The Future of Australia-China Relations: Can International Education Deliver a Network of Informed Opinion Leaders?" Thesis, Griffith University, 2018. http://hdl.handle.net/10072/382705.
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As China is Australia’s largest trading partner, much of Australia’s future economic success will rely on the next generation of leaders and policymakers having a deep understanding of China’s culture and its way of doing business. While not discounting the commercial value of higher education, this thesis focusses on Australian universities’ contribution to the public good, through the enduring value of international education as public diplomacy. My study and internship within the Australian Studies Centre (ASC) at Peking University coincided with the Abbott Government’s implementation of the New Colombo Plan (NCP) as a public diplomacy initiative. Given that there is little evidence of the efficacy of funded scholarships making a strong contribution to a nation’s soft power, I became curious as to why the government highlighted international education to increase its influence in China and the Indo-Pacific region more broadly. As education programs are long-term public diplomacy strategies, and Australian politics have been tumultuous with five prime ministers in five years, investigating the reasoning behind the continued political support for international education as public diplomacy provides an insight into Australia-China relations.
This thesis investigates two key international education programs that were identified in the Australian Public Diplomacy Strategy 2014-2016; the NCP and the network of ASCs in China. A mixed method approach was undertaken to address the problem: Have Australian Government-funded international education programs resulted in a network of Sino-Australian opinion leaders who contribute to Australia’s public diplomacy efforts in China?
Many nations, including Australia, provide funding support for international education programs as they are thought to build relationships and mutual understanding between the peoples of different nations, and thereby contribute to international goodwill and the cause of peace.1 Two theories from the psychology and communications literature (the contact hypothesis and the two-step flow hypothesis in the development of opinion leaders) were used.
The findings show that the NCP and ASC programs do contribute to breaking down negative stereotypes and building mutual understanding between Australia and China. However, the programs’ outcomes would be improved through strengthening the conditions of contact. Government, and, home and host university support for the NCP was high, however, due to the lack of Chinese language skills and opportunities for out-of-class interactions the condition of high acquaintance potential was low. Equal status and common goals were identified as being present for NCP scholars but could be improved as students rarely co-operated on joint projects and felt like they were treated, positively but differently, to local students. Conversely, the ASCs require additional institutional and government support. In contrast to the NCP’s adequate funding, the ASCs need increased funding which is aligned to clear objectives. There are opportunities for the NCP scholars and the ASCs to work together to diversify the Australian students’ experiences and provide more opportunities for Australian and Chinese students and academics to collaborate.
Because of the intersection between policy and politics, the reasoning behind Australian Government funds for international education programs in China will be subject to change to meet the geopolitical environment of the time. We could naively rely solely on the government’s promulgated key objectives, however, without transparency regarding the intent of these programs, any evaluation could be meaningless. The strong fabric of personal and professional links between Australian and Chinese individuals and institutions will assist Australia to navigate difficult times in the bilateral relationship. Considering the limited public funding, using the NCP and ASCs as vehicles for delivering a positive message that Australia is engaged with its region, is sufficient reason for funding these programs. Improving conditions of contact would increase the probability of creating opinion leaders and therefore improving the future contribution that these programs make to the nation’s good.Thesis (PhD Doctorate)
Doctor of Philosophy (PhD)
School of Govt & Int Relations
Griffith Business School
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Lyman, Scott R. "Union leaders' views of employee assistance programs." Diss., This resource online, 1992. http://scholar.lib.vt.edu/theses/available/etd-08032007-102237/.
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Kaygan, Bahar Belgin. "L’influence des leaders d’opinion sur l’engagement des internautes dans les communautés virtuelles." Thesis, Bordeaux, 2018. http://www.theses.fr/2018BORD0228.
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Cette recherche explique la formation de l’engagement dans les communautés virtuelles, ainsi que ses déterminants. Bien qu'il existe de nombreuses études sur l'engagement, nous nous concentrons sur l'engagement en ligne, en examinant l'effet des leaders d'opinion au sein des communautés virtuelles. Pour atteindre cet objectif, nous avons examiné quatre différents types de communautés virtuelles par une méthode netnographique. De plus, nous avons mené des entretiens avec les experts des marques pour comprendre comment ils abordent l'engagement en ligne. Nos résultats montrent qu’en plus de l'engagement envers la marque et de l’engagement envers la communauté, il existe un autre type d’engagement au sein de la communauté virtuelle. Cet engagement est envers une personne : le leader d’opinion. Dans cette recherche, nous avons développé une échelle de mesure d’engagement envers le leader d’opinion. Les résultats de notre étude quantitative affirment la fiabilité et la validité de cette échelle. Ainsi, les résultats indiquent que les bénéfices perçus et l’engagement envers le leader d’opinion ont des effets positifs sur l’engagement envers la communauté. Cette recherche permet d'approfondir les connaissances théoriques liées à l’engagement en ligne. Elle permet également aux professionnels du marketing d’utiliser les communautés virtuelles plus efficacement pour leurs stratégies de communicationThis research explains the formation of commitment in virtual communities, as well as its determinants. Although there are many studies about commitment, we focus on online commitment, by examining the effect of opinion leaders in virtual communities. To reach this goal, we examined four different types of virtual communities using a netnographic method. Besides that, we conducted interviews with brand experts to understand how they approach online commitment. Our results show that, in addition to brand commitment and community commitment, there is another type of commitment in the virtual community which is towards to a person: opinion leader. In this research, we developed a scale of commitment to the opinion leader. The results of our quantitative study confirm the reliability and validity of this scale. Thus, the results indicate that, perceived benefits and commitment to the opinion leader have positive effects on community commitment. This research allows to deepen the theoretical knowledge related to online commitment. It also allows marketing professionals to use virtual communities more effectively for their communication strategies
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Ryan, Claire Margaret. "Building the Capacity of Commencing Students to Manage Their Transition to University: An Intervention Utilizing Students as Opinion Leaders." Thesis, Griffith University, 2014. http://hdl.handle.net/10072/366421.
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Opinion leaders (OPLs) are defined as key individuals who are able to influence the attitudes and actions of members of their social network (Rogers, 2003). This research takes an innovative approach to studying the transition to university, drawing from a social contagion model to create an empowerment based intervention where ‘opinion leaders’ influence their peers to build the academic, social, and psychological capital of their cohort. Opinion leaders were prospectively identified in a new cohort of first year students, received training in how to utilise their social influence, and their behaviours and outcomes documented. A series of studies were used to evaluate the intervention. The thesis begins by reviewing the context and central constructs (Chapter 2) and then develops the design of the intervention (Chapter 3). Existing opinion leader literature speculates as to what are the best ways to train opinion leaders, and a unique contribution is offered here by summarising and integrating the most effective training approaches to partnering with opinion leaders. This development work also offers an application of empowerment theory to effective adult learning facilitation. The concept of ‘supportive leadership’, (i.e., the vehicle for opinion leaders to enact their role, is developed into a teachable framework and the design of a short 3-hour group workshop using an experiential learning approach) is presented. The workshop’s goals were to teach opinion leaders mechanisms for utilizing their social influence to mobilise the psychological, academic and social resources of their peers, and encourage proactive engagement with university. In addition, the workshop aimed to increase leaders’ senses of success (Lizzio, 2006) and increase their subjective sense of psychological capital.Thesis (PhD Doctorate)
Doctor of Philosophy in Organisational Psychology (PhD OrgPsych)
School of Applied Psychology
Griffith Health
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Carter, Clinton Chase. "Who is Really in Charge Here: An Exploration of the Formation and Empowerment of Opinion Leaders in a Reddit Gaming Community." Thesis, University of North Texas, 2017. https://digital.library.unt.edu/ark:/67531/metadc1062848/.
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In an attempt to shed light on the further sophistication of opinion leadership in online communities, this study examined the forces and structures that affect their formation in the League of Legends subreddit. By investigating what users thought about the various types of individuals with which the communicate, the researcher hoped to begin to understand and record how those forces work bother on this particular subreddit and in mass media beyond. Opinion leadership continues to be an integral force in deciding what information is consumed by a public and under what frames and agendas it is contextualized. If researchers can operationalize formal definitions for the influences and structures that occur online, they can better navigate the deep waters that are global communication on the internet.
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Holland-Burman, Alexander, Richard Widerståhl, and Lisa Axelberg. "Understanding the internationalization process of Swedish SMEs operating in international healthcare markets." Thesis, Uppsala universitet, Företagsekonomiska institutionen, 2013. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-202629.
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The widespread and rapid internationalization of small to medium-sized enterprises (SMEs) in the healthcare sector is outpacing our efforts to understand the motives behind this phenomenon and the processes that propel it. This paper investigates the internationalization processes of Swedish SMEs that operate in the international healthcare markets. Based on interviews from five SMEs, the study seeks to understand why these SMEs internationalize, and how and in what way this internationalization process unfolds. By developing a conceptual model based on previous literature for SME internationalization, knowledge and networks, and the regulatory environment in which the SMEs operate, the findings are analyzed in the context of the healthcare industry. The research concludes that product approval regulations have a small influence on the internationalization process; instead establishing relationships with local key opinion leaders to create awareness and legitimacy was essential to successfully enter a new foreign market. A further key finding identified was that each market is characterized by different national praxis and contrasting views on patient treatment methods, which was recognized as a challenge among the case firms.
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Paues, Alice, and Hampus Mörner. "Do you want to watch a movie? : A qualitative study of how two audiences in Sweden value external and internal factors concerning their movie consumption." Thesis, Uppsala universitet, Medier och kommunikation, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-243522.
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Titel: Vill du kolla på en film? En kvalitativ studie om hur två tittargrupper i Sverige värderar externa och interna faktorer angående deras filmkonsumtion Författare: Alice Paues & Hampus Mörner Handledare: Lowe Hedman Syfte: Syftet med denna kandidatuppsats var att undersöka hur två tittargrupper i Sverige värderar externa och interna faktorer angående deras film konsumtion. Uppsatsen bygger på en huvudfrågeställning och tre ytterligare frågeställningar: Hur värderar en yngre och en äldre svensk tittargrupp externa och interna faktorer angående deras egna film konsumtion? Vilka externa faktorer har mest värde enligt dessa tittargrupper? Vilka interna faktorer har mest värde enligt dessa tittargrupper? Varierar dessa faktorer beroende på plattform? Metod och Material: Uppsatsen bygger på en kvalitativ metod som genomfördes med hjälp av fokusgruppsintervjuer. För dessa fokusgruppsintervjuer så designades en intervjuguide där frågorna var relaterade till våra tre genomgående teman: externa faktorer, interna faktorer och skillnader mellan plattformar. Frågorna var även guidade av teorier inom vårt ämne. Vi valde att göra ett strategiskt urval. Urvalet bestod av två tittargrupper, en yngre där åldersintervallet var 18 till 33 och en äldre där åldersintervallet var 50 till 65. Huvudsakliga resultat: Det huvudsakliga resultatet från studien visade att den externa faktorn som äldre värderade högst var film kritiker, medan yngre värderade trailers och liknande material högst. Båda grupperna motiverades av samma behov när det gällde film konsumtion. Dock, så värderade yngre kognitiva behov högre än äldre, och äldre värderade känslomässiga behov högre än yngre. Vi fann även att det fanns skillnader mellan olika plattformar, där fyra huvud motivationer värderades olika. Dessa var: sociala behov, flyktbehov, behov att få välja sitt egna innehåll och avslappning. Antal sidor: 60 Kurs: Media- och kommunikationsvetenskap C Universitet: Uppsala Universitet, Institutionen för Informatik och Media Termin: HT 2014
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Palma, Pereyra Silvana Alessandra, and Chasmine Sandberg. "Zero shades of green? : a qualitative study about individuals’ responses to green exposure on social media." Thesis, Högskolan Kristianstad, Sektionen för hälsa och samhälle, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:hkr:diva-15608.
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The use of social media has increased the need of interactivity and information sharing. Individuals are sharing thoughts about different issues. Today, environmental issues have become an everyday matter for many. This matter is manifested through opinion leaders and their blogs or accounts. These opinion leaders possess an incredible power to influence others, which they in many cases take advantage of to inform their readers about topics that matters. This thesis will study how individuals respond to opinion leaders’ publications of green product exposure on social media. The purpose is to deepen the understanding and analyze possible influences related to the individuals’ responses. Green consumption habits are being highlighted as important and green products are exposed through many opinion leaders’ profiles on social media, since they often have an influence on individuals purchasing decisions. To investigate consumer responses on social media a qualitative study has been implemented. This has been done through observations and the construction of a focus group with the aim to strengthen the observational results. The results have mainly showed that individuals often respond positively to opinion leaders’ posts of green products, but their positive responses are related to the opinion leader rather than highlighting the green attributes. These results have been discussed to arisen from the individuals strive to identify themselves with opinion leaders. Furthermore, additional theory has been used to analyze the comments and explain possible influences. The conclusion of this thesis includes proposals for future research related to this topic.
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Ruspil, Thomas. "Le statut, l'identification et le rôle des e-leaders d'opinion dans les réseaux sociaux internet." Thesis, Toulouse 1, 2017. http://www.theses.fr/2017TOU10065.
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L’identification des e-Leaders d’Opinion (e-LO) sur les réseaux sociaux internet est un enjeu important pour les managers marketing. Cette thèse s’intéresse à ces e-LO au travers de leur rôle, de leur statut et de leur identification. Chacun de ces trois piliers de la thèse fait l’objet d’une controverse dans la littérature. Les trois études menées dans cette thèse apportent des réponses complémentaires et croisées à ces controverses. Concernant le statut de l’e-LO, nous définissions l’e-LO dans les réseaux sociaux internet selon trois caractéristiques : l’expertise dans la catégorie de produit, la volonté de publier des contenus valorisables pour leurs contacts et la volonté de développer leur capital social. Concernant l’identification des e-LO, une échelle de mesure multidimensionnelle dotée d’une bonne validité externe est développée. Elle est confrontée à des mesures d’e-LO et de LO inspirées de la littérature, mais également à des mesures alternatives comme la métrique algorithmique Klout et des indicateurs sociométriques de profil Twitter. Enfin, quatre modèles et leurs variantes sont testés pour mieux comprendre l’origine et le mécanisme de l’e-influence de l’e-LO (rôle de l’e-LO). Nous montrons que l’e-LO a un impact sur l’e-influence dans la catégorie de produit. La confiance joue le rôle de médiateur entre l’e-LO et l’e-influence. Ces résultats plaident pour l’intérêt des e-LO pour le marketing viralE-Opinion Leaders (e-OL) identification on internet social networks is a major issue for marketing managers. This thesis deals with the role, status and identification of these e-OL. Each one of these three aspects are subject to controversial debates in the literature. Three studies are conducted within this thesis. They provide complementary and crossed answers to these debates. Regarding the e-OL status, we offer a definition for the e-OL concept in the specific context of internet social networks within three main characteristics: expertise in the product category, the will to publish valuable contents for their contacts, and the will to develop their social capital. Then, for the e-OL identification, we develop a new and multidimensional measurement scale for this concept. This scale shows good external validity. We confront it with others e-LO measures inspired by traditional OL measures, but also with alternative identification methods as the Twitter profile indicators and the Klout score algorithm. Finally, we test four models and their variants in order to better understand the origin and mechanism of the main e-LO role: the e-influence. We especially show that e-OL has an impact on e-influence. We also show that confidence mediates the link between e-LO and e-influence. These results speak to the relevance of e-OL in a viral marketing perspective
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Lydin, Elin, and Sara Olsson. "Köper du, köper jag : En studie om hur influencers påverkar impulsköp genom sociala medier." Thesis, Högskolan i Gävle, Företagsekonomi, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-26848.
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Syfte: Syftet med denna studie är att analysera hur interaktion med och bekräftelse av opinion leaders påverkar konsumenters impulshandlande genom företags marknadsföring via s-commerce. Denna studie genomfördes således för att tydliggöra om influencers genom olika faktorer kan påverka impulsköp online. Metod: Metoden som användes för att genomföra denna studie var en kvantitativ studie genom webbaserade enkätundersökningar. Resultatet från denna analyserades sedan i programmet SPSS för att få fram en tydlig bild av hur faktorerna påverkar impulsköp. Populationen innehåller män och kvinnor från åldern 16 år och uppåt som följer en influencer på sociala medier. Urvalet är sedan de som är medlemmar i Facebookgruppen "Fredagspoddens vänner" samt de som följer Jessica Lagergren och Elin Lindqvist på Instagram. Resultat och slutsats: Resultatet visade att påverkan från influencers inte var speciellt stor och att konsumenter tenderar att impulshandla till en större grad om dessa inte var inblandade. Trots att påverkan var liten tydliggjordes det att bekräftelse från influencers var den faktor som påverkade respondenterna mest. Examensarbetets bidrag: Denna studie bidrar till ökad förståelse för hur företag ska använda sig av influencers i sin marknadsföring för att generera impulsköp online och bygger vidare på det gap som tidigare forskning har observerat. Förslag till fortsatt forskning: Till fortsatt forskning hade det varit intressant att se hur många impulsköp ett samarbete mellan företag och influencers i snitt genererar. En annan sak att undersöka är vilket socialt medie som genererar flest impulsköp.Aim: The purpose of this study is to analyze how interaction with and confirmation from opinion leaders affect consumers' impulse buying through companies marketing via social commerce. This study was thus accomplished to clarify whether influencers, through different factors, can influence impulse purchases online. Method: The method that was used in this study was a quantitative study through web-based surveys. The results from these was then analyzed in the program SPSS to get a clear picture of how the factors affect impulse purchases. The population contains men and women from the age of 16 years and upwards that are following an influencer on social media. The selection group is then those who are members of the Facebook group "Fredagspoddens vänner" as well as those following Jessica Lagergren and Elin Lindqvist at Instagram. Result and conclusions: The result showed that the influence of influencers was not particularly great, and consumers tend to impulse buy to a greater extent if they were not involved. Although the impact was small, it was clear that the confirmation from influencers was the factor that affected the respondents the most. Contribution of the thesis: The study contributes to increased understanding of how businesses should use influencers in their marketing to generate impulse purchases online as well as it is built on the gap that previous research has observed. Suggestions for future research: For further research, it would be interesting to see how many impulse purchases that on average are generated by collaborations between companies and influencers. Another thing to investegate is what social media that generates the most impulse purchases.
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Rasetti, Nadia. "Online purchase of clothes, social media and opinion leader processes : An explorative study with a mixed-methods approach." Thesis, Stockholms universitet, Institutionen för mediestudier, 2013. http://urn.kb.se/resolve?urn=urn:nbn:se:su:diva-90983.
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The goal of this study was to explore the customer journey of an online purchase of clothes and to identify potential opinion leaders in the decision-taking phase before the purchase. Important questions to be analyzed were through which channels might customers get influenced and by whom. A special focus was put on the role of Facebook and Twitter during this process. In a later part of the study, the communication strategies of three clothes brands (H&M, Nelly and Halens) were studied with respect to their Facebook and Twitter channels, in order to understand how and with what kind of content they approach their customers. In this study a mixed-methods approach was used (survey, qualitative interviews, content analysis), in order to get an as complete picture as possible from the customers’ behavior. To explore the customer’s perspective, an online survey was used as well as qualitative interviews. The content analysis was applied to investigate the company side. The results of this study show that the respondents are mainly influenced in their decisions by their friends in an offline channel (face-to-face), and not through social networks. Facebook and Twitter do not influence the customers (or maybe only to a minimal extent). Thus, one conclusion of the study is that social media like Facebook and Twitter do not have a major influence on the online purchase of clothes, at least not on a conscious level. Instead other factors can have more influence, like face-to-fact contact with friends, as mentioned in the study. These findings are important for companies and should make them consider the important aspect of the offline-impact in future marketing strategies.
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Wang, Rong. "Effect of e-wom message of opinion leaders on purchase intention of female consumers in China : case of Ddouyin (Tik Tok)." Master's thesis, Instituto Superior de Economia e Gestão, 2019. http://hdl.handle.net/10400.5/18315.
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Mestrado em MarketingCom o desenvolvimento de Internet e social media, há cada vez mais líderes de opinião a expressar as suas opiniões, recomendacões es e outras formas de passa palavra eletrônica (e-WOM) sobre produtos ou marcas na plataforma de social media. Os seus e-WOMs têm uma influência no processo de decisão de compra do consumidor. O objetivo principal da dissertacão é estudar a relacão entre e-WOM de líderes de opinião e a intenção de compra das consumidores femininas chinesas, explorando o efeito da especialidade, confiança, credibilidade do emissor de e-WOM, valor percebido e atitude sobre o produto/marca. Para realizar esse objetivo, uma pesquisa quantitativa foi utilizada para testar as hipóteses; teses de investigacão. Através de distribuicão online, 215 questionários válidos foram recolhidos para análise dos dados. Os resultados revelaram que a especialidade e confiabilidade dos líderes de opinião têm um impacto positivo na credibilidade de e-WOM. A credibilidade do emissor de e-WOM pode influenciar positivamente o valor percebido e atitude em relação ao produto ou marca dado pelo consumidor. A especialidade, valor percebido e atitude em relacão ao produto ou marca tem um impacto positivo na intencão de compra das consumidoras femininas chinesas.
With the development of internet and social media, more and more opinion leaders expressed their reviews, recommendations and other forms of electronic word-of-mouth (e-WOM) about the product or brand in social media platforms. These e-WOMs can influence the purchase decision of consumers. Douyin is a short-video social media app and is fast-growing in China where opinion leaders? express theirs reviews and recommendations about a product or a brand which will influence the purchase decision-making process of Chinese consumers. The main purpose of this dissertation is to study the relation between e-WOM message by opinion leaders and the purchase intention of Chinese female consumers, exploring the role of expertise, trustworthiness, e-WOM credibility, product/brand perceived value and attitude. In order to achieve the objectives, a quantitative research was used to test the research hypotheses. Through the online survey, 215 effective questionnaires have been collected and used to process the data analysis. The results revealed that expertise and trustworthiness of opinion leaders have a positive impact on the e-WOM credibility. The e-WOM credibility can influence positively the product/brand perceived value and attitude of consumer. The expertise of opinion leaders, product/brand perceived value and attitude has a positive impact on the purchase intention of Chinese female consumers. The Chinese female consumers put more emphasis on expertise of the message sender. The credible message can shape the perceived value and attitude about product/brand of Chinese female consumers, and thus have an effect on purchase intention.
info:eu-repo/semantics/publishedVersion
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Andrews, Verity A. "Genetics and genomics in nursing : what are the characteristics of genetic nurse adopters and nurse opinion leaders in genetics and genomics?" Thesis, University of South Wales, 2012. https://pure.southwales.ac.uk/en/studentthesis/genetics-and-genomics-in-nursing(237c7d78-1001-4039-9c54-e694eae69dc9).html.
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Background. Aspects of genetics/genomics are increasingly being incorporated into medicine. Nurses are crucial in helping transform healthcare through genomic nursing (Loud, 2010). However the integration of genetics/genomics into nursing education has been sporadic (Dodson and Lewallen, 2011). Influencing its uptake into practice may be via nurses who are already utilising genetics/genomics in their practice (adopters) and nurses who may lead the way and encourage others (opinion leaders) to do likewise. Identifying the characteristics of such adopters and opinion leaders within nursing may provide useful information for more wide-scale detection of these individuals to support a strategy for the inclusion of genetics/genomics into nursing practice. Methods. Five change behaviour theories were used to inform the study including the Theory of Planned Behaviour and the Diffusion of Innovations. A mixed methods approach was taken over two phases. In Phase 1 experts in the field of genetics/genomics and nursing were contacted to gain a consensus on four potential genetic indicators of adoption (GIAs), which would identify a nurse who had adopted genetics/genomics. In Phase 2, oncology nurses and practice nurses completed a questionnaire to identify the characteristics and demographic indicators of nurse genetic adopters and opinion leaders. Results. A consensus (>75%) was achieved for all four GIAs to be included as indicators of adoption of genetics/genomics within nursing practice (Phase 1). Individuals identified (in Phase 2) were subcategorised into six different groups, including genetic adopters and opinion leaders. There were 18 identifying features that defined an adopter, with some of the main features being Openness to Experience (p<0.001), seeing the relevance of genetics/genomics to their patient group (p<0.001) and talking to colleagues about genetics/genomics (p<0.001). There were six features that identified an opinion leader, including academic achievement (p=0.007), level of perceived influence over others (p<0.001) and being high on the opinion leadership scale (p<0.001). Two of the biggest barriers to incorporation by nurses were lack of time for adopters and a lack of local study sessions for opinion leaders. Conclusion. It has been identified that nurses can be categorised in terms of their relationship to genetics/genomics, through a number of distinguishing characteristics. It will be important to further identify and clarify these and other characteristics through the development of additional tools. These data can inform approaches to promote a greater integration of genetics/genomics into nursing practice, ultimately improving patient healthcare.
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Reiger, Christopher J. "From Program Recipients to Social-Change Agents: Identifying Influential Elementary School Students for Participation in School-Improvement Efforts." Miami University / OhioLINK, 2011. http://rave.ohiolink.edu/etdc/view?acc_num=miami1313068766.
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Hill, S. Trent (Stanley Trenton). "An Assessment of the University of North Texas's Image among the University of North Texas Administration and Board of Regents, Metro-Plex Business Leaders, the Higher Education Coordinating Board, and the Texas House and Senate Sub-Committees." Thesis, University of North Texas, 1993. https://digital.library.unt.edu/ark:/67531/metadc277969/.
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The purpose of this study was to ascertain the image of the University of North Texas as perceived by the University Administration and Board of Regents, Texas Higher Education Coordinating Baord and selected Legislators, and the Boards of Directors of the Metroplex area Chambers of Commerce. The significance of the study was to contribute knowledge that could be used to construct a more direct and cost effective marketing plan.
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Kgosithebe, Lucky. "Higher education and democracy in Botswana: Attitudes and behaviours of students and student leaders towards democracy." Thesis, University of the Western Cape, 2014. http://hdl.handle.net/11394/4018.
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Magister Educationis - MEdThis study investigates the attitudes of students and student leaders towards democracy in terms of their demand for democracy, their perception of the supply of democracy, and their awareness of and participation in politics. Existing literature does not provide any conclusive explanation as to how and to what extent higher education contributes to democracy. Mattes and Mughogho (2010) argue that the contribution of higher education to support for democracy in Africa is limited while other scholars such as Bloom et al. (2006), Hillygus (2005), and Evans and Rose (2007a, 2007b) maintain that higher education impacts positively on support for democracy. The study follows the conceptualisation and methodology of previous studies based on the Afrobarometer public opinion surveys into the political attitudes of African mass publics (Bratton, Mattes and Gyimah-Boadi, 2005; Mattes and Bratton, 2003; 2007), and of students in African universities (Luescher-Mamashela et al., 2011; Mwollo-Ntalimma, 2011). The survey uses a stratified random sample of third-year undergraduate students at the University of Botswana. Furthermore, it isolates the subgroup of student leaders to investigate whether active participation in student politics influences support for democracy
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McPherson, Michael W. "Study of the attitudes of educational leaders in West Virginia toward collective bargaining and selected demographic variables." Diss., Virginia Polytechnic Institute and State University, 1986. http://hdl.handle.net/10919/49831.
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Gällström, Arvid, and Maximilian Olsson. "Internationalization and institutional change : An Insitutional-Based Perspective Of Internationalizing swedish Smes Within The Healthcare Industry." Thesis, Uppsala universitet, Företagsekonomiska institutionen, 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-226919.
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Internationalization of small to medium-sized enterprises (SMEs) in the healthcare industryhas experienced rapid growth in the recent decade. Although research on understanding thisprocess and what drives it has been conducted, previous studies are limited in recognizing thefull influence of both domestic and foreign institutional environments. This study investigatesthe internationalization of four Swedish SMEs operating in healthcare markets through aninstitutional-based perspective, asking how and why SMEs internationalize and how theymanage different institutional environments. By analyzing the empirical case findings in thelight of a theoretical framework based on internationalization theory, institutional theory andinstitutional entrepreneurship we attempt to answer our research questions mentioned above.The thesis concludes that internationalizing SMEs experience a large range of barriers ofwhich most can be effectively overcome by cooperation and access to networks with keyopinion leaders. Findings on managing the institutional environment pointed to that thedomestic institutional environment can act as a driver for internationalization, while theability to influence and change foreign institutional environments were found to be nearimpossible for a single firm. However, our study shows that attempts at institutional changecan be achieved through cooperation together with other firms, organizations and mostimportantly influential networks with key opinion leaders. Internationalizing SMEs within thehealthcare industry might not be institutional entrepreneurs in its true sense; however theyhave the possibility of getting there.
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Simmons, Zanetta Andrea. "A perception of parents, teachers, and community leaders regarding a school district's strategic plan as related to the use of assessment data." Birmingham, Ala. : University of Alabama at Birmingham, 2007. http://www.mhsl.uab.edu/dt/2007p/simmons.pdf.
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Ghosh, Chowdhury Satrajit. "Understanding Mis- and Dis-Information Consumption in a Polarized Society – Analyzing Selective Evaluation, Subjective Perception of Opinion Leaders and Effects of Heuristic Cues in Post-decision." Ohio University / OhioLINK, 2009. http://rave.ohiolink.edu/etdc/view?acc_num=ohiou162891154529201.
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Ghosh, Chowdhury Satrajit. "Understanding Mis- and Dis-Information Consumption in a Polarized Society – Analyzing Selective Evaluation, Subjective Perception of Opinion Leaders and Effects of Heuristic Cues in Post-decision." Ohio University / OhioLINK, 2021. http://rave.ohiolink.edu/etdc/view?acc_num=ohiou162891154529201.
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Kestler, Jessica L. "Intergenerational Fashion Influences: Mother/Daughter Relationships and Fashion Involvement, Fashion Leadership, Opinion Leadership and Information Seeking from One Another." Ohio University / OhioLINK, 2009. http://rave.ohiolink.edu/etdc/view?acc_num=ohiou1261402077.
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Maia, Maíra Carneiro Bittencourt. "O príncipe digital: estruturas de poder, liderança e hegemonia nas redes sociais." Universidade de São Paulo, 2016. http://www.teses.usp.br/teses/disponiveis/27/27153/tde-14092016-112629/.
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O conceito de \"Príncipe\" surgiu com Nicolau Maquiavel, no início do século XVI, para descrever o governante das monarquias e repúblicas. Em Antonio Gramsci, na metade do século XX, o lugar do Príncipe passou a ser ocupado pelo partido político, aparecendo assim o conceito de \"Moderno Príncipe\". Mais tarde, no fim do século XX, o pesquisador brasileiro Octavio Ianni revisita as duas obras e propõe o \"Príncipe Eletrônico\". Ele constatou que os meios de comunicação de massa passaram a exercer as funções sociais de Príncipe. Em Octávio Ianni, o rádio e, principalmente, a televisão são os lugares, por excelência, de poder, hegemonia e liderança, não sozinhos, mas com o suporte e apoio dos grandes grupos econômicos e políticos. O objetivo desta tese é levar adiante a teoria criada por Ianni e explorar a hipótese da existência de um novo Príncipe no século XXI, que chamamos de Príncipe Digital. Sem prejuízo do que foi descrito por Ianni, essa nova figura não é necessariamente um intelectual, não nasce das mídias tradicionais de massa (rádio e TV) e não se alinha direta e necessariamente com os grupos, econômicos e políticos, hegemônicos, mas é tão ou mais influente e eficaz. O conceito de Príncipe Digital, como variante da categoria criada por Ianni, ilumina a forma como, na era das redes digitais, estão estruturadas as categorias: poder, hegemonia e liderança, pilares de todos os modelos teóricos de príncipes existentes até então. Essa compreensão pode nos levar a entender melhor os fenômenos deste tempo, como as grandes manifestações sociais e os tipos de relações existente nas redes sociais. Para chegar a esse modelo teórico, este trabalho usou como aporte metodológico a Grounded Theory (GT). A GT possibilita uma perspectiva mais real sobre o fenômeno, pois a própria população envolvida aponta os dados, por meio de pesquisas empíricas de natureza quantitativa e qualitativa. Para essa parte empírica, esta pesquisa contou com análise de 74 manifestações sociais, 601 entrevistados e observações acerca de 354 Líderes de Opinião. Analisamos, teórica e empiricamente, manifestações populares que ocorreram no Brasil entre os anos de 2013 e 2015. Os questionários foram divididos em duas fases de aplicações, a primeira, na qual ficaram disponíveis entre março e junho de 2015 e, a segunda, no mês de agosto de 2015. Os principais autores que dão sustentação à tese são: Maquiavel, Gramsci e Ianni, pelas razões já expostas. Lazarsfeld e Toro, com reflexões sobre a recepção de ideias e a mobilização social; Glaser, Tarozzi e Charmaz, com o suporte metodológico da GT. Hardt, Negri e Castells, com argumentos teóricos sobre multidão, redes sociais, internet e processos de mobilização online.The concept of \"Prince\" came up with Niccolo Machiavelli, in the early sixteenth century to describe the ruler of monarchies and republics. In Antonio Gramsci, the midtwentieth century, the place of the Prince was occupied by political party, thus appearing the concept of \"Modern Prince\". Later, in the late twentieth century, the Brazilian researcher Octavio Ianni revisits the two works and proposes the \"Electronic Prince.\" He found that the mass media took over the social functions of Prince. In Octavio Ianni, radio and especially television are the places par excellence, power, hegemony and leadership, not alone, but with the support and backing of major economic and political groups. The aim of this thesis is to carry forward the theory created by Ianni and explore the hypothesis of a new Prince in the twenty-first century, we call \"Digital Prince.\" Without prejudice to what has been described by Ianni, this new figure is not necessarily an intellectual, not born through the mass traditional media (radio and TV) and does not line up directly and necessarily to the groups, economic and political hegemony, but it is so or more influential and effective. Digital Prince of concept, as a variant of the category created by Ianni, illuminates the way that, in the era of digital networks, the categories are structured: power, hegemony and leadership, pillars of all existing theoretical models of Princes before. This understanding can lead us to better understand the phenomena of this time, as the major social manifestations and types of existing relationships on Social Networks. To get to that theoretical model, this work used as a methodological contribution to Grounded Theory (GT). The GT enables a more realistic perspective on the phenomenon, for the very people involved point data through empirical research of quantitative and qualitative nature. For this empirical part of this research involved analysis of 74 social demonstrations, 601 respondents and observations about 354 leaders of opinion. We analyze, theoretically and empirically, popular demonstrations that took place in Brazil between 2013 and 2015. The questionnaires were divided into two phases of applications, the first, which became available between March and June 2015 and the second, in august of 2015. The main authors that support the thesis are: Machiavelli, Gramsci and Ianni, the reasons given above. Lazarsfeld and Toro, with reflections on the reception of ideas and social mobilization. Glaser, Tarozzi and Charmaz, with the methodological support of the GT. Hardt, Negri and Castells with theoretical arguments about the crowd, social networking, internet and online mobilization processes.
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Mikučionytė, Eglė. "Mikučionytė, E., Golfo paslaugos įvedimas Le Meridien Vilnius Bakalauro baigiamasis darbas [Rankraštis]:vadyba ir verslo administravimas. Vilnius, ISM Vadybos ir ekonomikos universitetas, 2009." Bachelor's thesis, Lithuanian Academic Libraries Network (LABT), 2009. http://vddb.library.lt/obj/LT-eLABa-0001:E.02~2009~D_20090625_114009-91454.
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SANTRAUKA
Šiame darbe nagrinėjamos golfo paslaugos perspektyvos Lietuvoje, pritraukiant naujus ir sudominant esamus Le Meridien klientus, ir kokios priemonės tam yra efektyviausios. Iš to kyla darbo tikslas - išsiaiškinti geriausius golfo paslaugos pristatymo būdus Lietuvos visuomenei. Pagrindiniai uždaviniai :
• Atlikti viešbučių ir golfo laukų analizę.
• Atlikti tyrimą, siekiant išanalizuoti golfo plėtros galimybes Lietuvoje ir visuomenės požiūrį į šią paslaugą.
• Išanalizavus rezultatus, išnagrinėti, kokios yra golfo perspektyvos Lietuvoje ir kas galėtų sudominti būsimus klientus.
Pirmoje darbo dalyje atlikta išsami išorinė analizė, siekiant išnagrinėti golfo paslaugos įvedimo galimybes – apžvelgti makroaplinkos elementus, konkurentus, suskirstyti vartotojus į galimas grupes pagal vartojimo poreikius bei, svarbiausia, apžvelgti rinkos tendencijas.
Kita dalis – tyrimas, kuris buvo suskirstytas į du etapus, siekiant tikslesnių rezultatų. Pirma tyrimo dalis - žvalgybinio pobūdžio kokybinis tyrimas – giluminis interviu (ekspertų apklausa) , antra dalis - kiekybinis tyrimas ( potencialių klientų apklausa).
Kitoje darbo dalyje nagrinėjama, kaip reiktų pristatyti paslaugą Lietuvos visuomenei, naudojant Rogers‘o Inovacijų sklaidos modelį (1995). Svarbiausia šioje dalyje buvo išskirti Le Meridien Vilnius golfo klubo paslaugos konkurencinius pranašumus, apžvelgti paslaugos kainas, palyginti su konkurentų kainomis ir galiausiai pateikti pasiūlymai, kokias komunikacijos priemones... [toliau žr. visą tekstą]In this work we are trying to analyse golf service perspectives in Lithuania, attracting new and engaging existing Le Meridien Vilnius clients, also deciding what implement will be most effective. From here work purpose emerge – to find out the best ways to introduce golf servise to Lithuanian community. The main objectives of the work are: • To analyse external golf market environment in Lithuania and neighbour countries. • To do research, in order to find out golf expansion potential in Lithuania and public attitude toward this service. • After analysing research results it‘s time to explore golf perspectives in Lithuania and how to attract prospective clients. In the first part of work, there is comprehensive external analysis, on purpose to explore golf service launch potential. Also to look through macro environment elements, competitors analysis; to group consumers, by their consumption habbits and the main thing to review golf service market tendency. The next part of bachelor thesis is research, which was divided into two stages, in order to get accurate results. The first stage – qualitative research – „deep“ interview (experts interview).The second stage – quantative research (potencial clients survey). The third part of work is analysing, how the service should be introduced to Lithuanian community, using Rogers Innovation Diffusion model(1995). In this part the main thing was mark Le Meridien Vilnius golf club competitives advantages and overlook services prices... [to full text]
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Odefey, Max Andreas [Verfasser], and Harald [Akademischer Betreuer] Schoen. "Interpersonal communication and opinion leadership in the context of the 2009 German federal election - How the Internet raises the bar for most, but lowers it for some; and how ideas seem to flow from the Internet to the general public via opinion leaders / Max Andreas Odefey. Betreuer: Harald Schoen." Bamberg : Otto-Friedrich-Universität Bamberg, 2012. http://d-nb.info/1058436139/34.
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Lenhard, Katie Marie. "The Historical Debate Among Leaders of The Church of Jesus Christ of Latter-Day Saints on the Topic of the United Nations." BYU ScholarsArchive, 2002. https://scholarsarchive.byu.edu/etd/4875.
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Since the inception of the United Nations in 1945, leaders of The Church of Jesus Christ of Latter-day Saints have made public statements regarding the international peace and security organization. To the confusion of many Church members, who often look to their leaders for prophetic guidance on numerous spiritual and temporal topics, these statements have been conflicting. Some Church leaders have clearly opposed the United Nations and others have openly supported it, offering various ideological explanations for their beliefs. Yet, it is evident that The Church of Jesus Christ of Latter-day Saints has never made an official position on the topic of the United Nations. Church members are free to exercise their agency and either oppose or support the organization as they deem necessary. Regardless of personal opinions, a relationship has emerged between the Church and the United Nations in the past few decades through joint humanitarian efforts, as well as official and unofficial interactions. Since the United Nations is most likely a permanent fixture of the political world, and The Church of Jesus Christ of Latter-day Saints is concerned with topics of international importance, it appears this relationship will continue to blossom throughout the future.
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Koeck, Benjamin. "Emergence of a new actor category in electronic word of mouth communication." Thesis, University of Edinburgh, 2015. http://hdl.handle.net/1842/25782.
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Digital platforms such as blogs and social networking sites provide new means for individuals to gather and spread information about products and services through electronic Word of Mouth (eWOM). Within those platforms, individuals have the potential to emerge to become influential actors with the power to affect the behaviours and attitudes of others. Despite the growing interest in online influence, there is still a limited understanding of how key individuals share and engage in eWOM. This study looks at tech-bloggers as an emerging actor category that create and develop consumption oriented online content such as product reviews using blogs and associated technologies. This thesis presents an in depth qualitative investigation to understand how this emerging actor category have been able to establish an influential status. Existing literature often labelled bloggers as “opinion leaders” obscuring what is new and different about them. Building a practice based discussion of these emerging actors aims to capture activities and processes in a wider, natural setting. Paired with the exploratory nature of research, this thesis draws on a conceptually grounded, qualitative research approach utilising interviews with key tech-bloggers, marketers and blog analysis. Findings show that these emerging actors engage in three distinct but interrelated practices centred on audience construction, content development and network formation. Audience construction requires emerging actors to develop quality content utilising existing networks composed of other actors within the same category and the audience. As a consequence, emerging actors are socially embedded in a multiplicity of interactions online and offline to develop their blog and their content. This study contributes to existing concepts in eWOM by showing how emerging actors develop a particular expertise, distinct from consumers, in attracting an audience. Furthermore, these emerging actors transform from being knowledge replicators to become knowledge producers developing communication content in line with a wider audience. As tech-bloggers become more established as emerging actors, tech companies are adapting their marketing to account for these practices. The result is a co-creation of product news and advice on new products between emerging actors, marketers and the audience. Thus, this work gives a more nuanced account of eWOM and the role of emerging actors shaping communication in this sector.
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Assaf, Elias. "From Social Networks to International Relations: How Social Influence Shapes International Norm Adoption and The Global Order." The Ohio State University, 2019. http://rave.ohiolink.edu/etdc/view?acc_num=osu1574591937096021.
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Lundgren, Caroline, Jenny Kristiansson, and Sandra Petersson. "Modebloggarnas dolda budskap?" Thesis, Växjö University, School of Management and Economics, 2009. http://urn.kb.se/resolve?urn=urn:nbn:se:vxu:diva-7170.
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Argabright, Karen Jane. "Social Support in Ohio State University Extension: A Mixed-Methods Approach to Examining Central Actor Characteristics and Influence in a Distributed Educational Outreach Organization." The Ohio State University, 2018. http://rave.ohiolink.edu/etdc/view?acc_num=osu1524130604744304.
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Julia, Sundqvist. "N0 H8 M8 (No hate mate) : En enkätstudie om lärarstudenters mottagande av en kampanj mot näthat." Thesis, Högskolan för lärande och kommunikation, Högskolan i Jönköping, HLK, Medie- och kommunikationsvetenskap, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-39043.
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Studien ämnar undersöka lärarstudenters mottagande av en kommunikationskampanj mot näthat. Syftet är att förstå hur de uppfattar kampanjen och dess budskap, samt hur de ser på kampanjen i förhållande till sin framtida yrkesroll som lärare. Studien använder tvåstegshypotesen och begreppet opinionsbildare, samt social marketing-disciplinens ramverk för att besvara frågeställningarna. Dessutom används teorin om sekundär socialisation och tankar om sociala normer för att bättre förstå studiens kontext. Studien har en kvantitativ ansats och empiri samlas in med hjälp av en digital enkät. Empirin analyseras och diskuteras sedan utifrån studiens teoretiska utgångspunkter. Studien visar att lärarstudenterna anser att kampanjen berör viktiga ämnen och anser att klassrumsövningarna är användbara. De anser sig i allmänhet vara kunniga om ämnen som kampanjen tar upp, som sexism, rasism, homofobi och samhällets normer. Däremot anser de sig inte veta så mycket om anonymitet på nätet, lagstiftning kring kränkningar online och var det finns hjälp att få vid nätmobbning. Analysen av resultatet pekar också på att de har en medvetenhet kring sin framtida yrkesroll och anser att de har ett ansvar att arbeta med de frågor som kampanjen berör. Det verkar också som att de anser att kampanjens metodmaterial skulle utgöra ett användbart verktyg som kan hjälpa dem att ta sig an den uppgiften.This study aims to examine the reception of a communication campaign against hate speech online and cyber-bullying. The purpose it to understand how teacher students at university level, perceive the campaign and its messages, as well as how they perceive the campaign in relation to their future teacher profession. The study’s theoretical framework includes the theory of two-step flow of communication, with the core concept of opinion leaders. It also includes teachings from the social marketing discipline. To better understand the context of the study, the theory of secondary socialisation is used, together with a social norms-perspective. The study uses a quantitative survey method. Empirical data is collected through an online survey and is later analysed and discussed with the help of the aforementioned theoretical framework. The results show that the teacher students think the topics of the campaign are important. In general, they rate their knowledge on the campaign topics highly. They claim to know a lot about sexism, racism, homophobia and societal norms. However, they rate their knowledge on other topics lower – they claim to not know as much about online anonymity, legislation about hate speech or the resources that are available when cyber-bullying occurs. The analysis shows that the teacher students are aware of the socialising role that comes with their future profession. They seem to think that it is part of their responsibility as teachers to work with the themes specified in the campaign. It seems like they think the campaign material and classroom exercises would be useful tools when it comes to living up to that responsibility
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Gerdin, Emelie, and Elvira Svensson. "“All of the black women in me are tired today” : En studie om Black Lives Matter-aktivisten Alicia Garzas twittrande." Thesis, Uppsala universitet, Institutionen för informatik och media, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-449341.
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In this article, we explore the Black Lives Matter activist Alicia Garza's Twitter usage during the month of June in 2020 with a critical discourse analysis (CDA). Our aim with the study was to examine the underlying motives and values in Garzas tweeting, and if there were any prevailing themes, in order to see if there was a difference between the discourse used for personal matters and the discourse related to her activism. To support our analysis we utilized critical theory to gain a critical reference and the two-step flow hypothesis to delve into the possible effects Garza's position as an opinion leader has on her tweeting. After processing and examining a total of 48 tweets from the month of June, through the use of coding, our analysis suggests that there are several prevalent themes that can be distinguished in her tweeting. The themes we found were personal tweets, tweets expressing solidarity, tweets urging for action, tweets exuding authority, and promotional tweets. The line between personal matters and the discourse related to her activism was found to be fluid and unable to be strictly defined.
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Tang, Guanyi, and 湯冠儀. "Analysis Of Opinion Leaders’ Tourism Planning." Thesis, 2012. http://ndltd.ncl.edu.tw/handle/61206001617497148500.
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碩士長榮大學
企業管理學系碩士班
100
Domestic tours of people usually select their own planning, but from the large tourism information to found the demand and satisfactory travel planning, usually recommended as a reference basis to opinion leaders in their respective groups. In general, the opinion leaders have rich information and message communicators of unique personal charm, thus will become the indicator within the group. . However, the group is composed by the opinion leaders of the different personality, the type of tourism may focus on the different purposes. Therefore, in this study through their information collected involvement and the extent of opinion leaders as classification basis and according to attractions provided by the different types of opinion leaders through Social Network Analysis （SNA）, to identify the common sights of the travel planning for the same type. This study objective is Tainan City. It has earned a reputation of ancient cultural city. Tainan City has a diverse urban style and culture, the cultural richness of the region, Tainan City is the analysis of different types for this study. The results shows that different types of opinion leaders in the tourism planning have significant differences. The most popular attractions in opinion leaders of different types must to be in Tainan Anping Dist.－ Oldest Golden and Fort Zeelandia. And the popular tourism planning is around the West Central Dist. and Qigu Dist.
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HSU, HUI-HSIN, and 許蕙欣. "Automatically Recognizing Opinion Leaders from Group Discussion." Thesis, 2016. http://ndltd.ncl.edu.tw/handle/tcps33.
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Harben, Beth. "A comparison of fashion opinion leaders and political opinion leaders in terms of attitude toward fashion advertisements with political content." 2004. http://purl.galileo.usg.edu/uga%5Fetd/harben%5Fmary%5Fe%5F200405%5Fms.
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Kung, Wan-Rong, and 龔婉蓉. "Opinion leaders of the enterprise in mechanical seals." Thesis, 2011. http://ndltd.ncl.edu.tw/handle/43477172514224566271.
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碩士義守大學
管理學院管理碩士班
99
Business through positive word of mouth medium to convey products, corporate image, and service information, and interpersonal word of mouth but an important source of information of consumers, however limited due to mechanical seal industry products, industry characteristics, is still to visit clients and interpersonal relationships of the main traditional methods.Therefore, this research aims to analyze downstream seal industry opinion leaders to provide role models inspire imitation, to provide advice to buy and use, dissemination of information through word of mouth and influence of the current situation and put forward practical suggestions given from the case company and the industry, a view to industry opinion leaders and successfully master these in order to develop long-term relationship, a marketing of the niche. This study used a single case study of the case study method to explore the depth interviews with five A''s downstream manufacturers and among opinion leaders of the impact of the phenomenon. The results showed: (A)The mechanical seal industry opinion leaders usually operate natural form rather than proactive. (B)The mechanical seal industry characteristics limit the influence of opinion leaders. (C) The mechanical seal industry opinion leaders influence and power have expertise, knowledge, power, legitimate power, reference power, reduce uncertainty, and five sources. (D) Seal the size of different industries to manufacturers, passing messages in different ways. (E) Mechanical seal industry opinion leaders in the consumer purchase decision, will be subject to product characteristics, influence opinion more inconsistent. (F) Mechanical seal industry opinion leaders is limited by product, industry characteristics, consumers are less likely to take the initiative to refer to the views of others and communication. (G) Mechanical seal industry opinion leaders will take the initiative to buy and use the advice. Practice in accordance with conclusions of this study suggest mechanical seal industry opinion leaders can influence the potential customer base to find the opinion leaders and opinion leaders with long-term stability to maintain the relationship. There is also need different products according to customer characteristics, according to company size and industry characteristics to deliver multiple product information and business services, flexible adjustment of marketing strategy, and thus the competition segment.
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Brown, Curtis. "Canadian political blogs: online opinion leaders or opinionated followers?" 2010. http://hdl.handle.net/1993/3879.
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Self-published web diaries called blogs are one manifestation of the Internet’s potential to create new discursive and dialogic spaces for citizens. Blogs are described by their authors and others in the news media (as well as some academic commentators) as a medium that potentially fosters political dialogue in the spirit of Habermas’ conceptual “public sphere.” Blogs also serve as potential competitors to mass media outlets in political debates in two distinct ways: first, by acting as agenda-setters and framers of issues, events and figures and second, by challenging journalistic norms such as the principles of fairness, neutrality and non-partisanship. In spite of these claims, however, very little empirical evidence exists to date on whether political blogs perform the roles of agenda-setters, gatekeepers or framers, or whether they are actually seen as a challenge or potential replacement to mass media outlets by themselves, by journalists or by those who could utilize blogs to transmit messages to the public. This thesis examines these questions as they pertain to Canadian politics, focusing on the interaction between journalists, partisan bloggers and political communications practitioners to assess whether blogs written by explicitly partisan authors actually: 1) create unique discursive spaces for discussion of Canadian political issues, 2) set agendas for political discussion and set issues and 3) serve as an occupational threat/potential replacement to media outlets for disseminating political information. Using surveys and content analysis, this thesis contends that partisan blogs largely mimic political discussion already occurring in media-produced content and are perceived as a potential, though not completely credible, replacement for shaping political agendas and disseminating information.
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Shun, Tsung-Yi, and 孫崇義. "A Study of Opinion Leaders and Communication Features of Blogs." Thesis, 2006. http://ndltd.ncl.edu.tw/handle/s44rwz.
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碩士國立臺灣科技大學
企業管理系
94
Blog, the abbreviation of “web log”, is a prevalent phenomenon on the Internet in recent years. The user-friendly features of Blog not only lower the entry barrier of online publishing but populize the web-based communication approach. Moreover, fast-growth Blogs impact the online content both on quality and quantity, therefore the communication features and opinion leaders of Blog are theme of this study. The background and development of Blog are examined first, and then the literature of opinion leaders, reference people, and Internet communication features are reviewed each for exploring the features of Blog. Qualified Bloggers were invited to one focus group for discussing the opinion leaders and communication features of Blog, all dimensions mentioned in discussing are coded for advanced analysis. The results showed that Blog opinion leaders can catch the current issue and pay much attention to the interaction with other bloggers and readers. Additionally, the content of these leading Blogs are unique and Bloggers are enthusiastic to lower end users’ barriers of understanding other languages or advanced computer skills. Furthermore, the consequences of being opinion leaders among Blog communities are observed, such as anonymous and commercialized orientation. The communications features of Blog are discussed in the conclusion and proposition, the future potential study is also recommended at the end.
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Barr, Cathy Widdis. "Evaluation of political leaders in Canada, Britain and the United States." 2000. http://wwwlib.umi.com/cr/yorku/fullcit?pNQ67908.
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Thesis (Ph. D.)--York University, 2000. Graduate Programme in Political Science.Typescript. Includes bibliographical references (leaves 464-485). Also available on the Internet. MODE OF ACCESS via web browser by entering the following URL: http://wwwlib.umi.com/cr/yorku/fullcit?pNQ67908.
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Lin, Hui-Mei, and 林惠美. "The Influence of Opinion Leaders—A Study of Direct Selling Industry." Thesis, 2008. http://ndltd.ncl.edu.tw/handle/98610068764051162755.
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碩士國立臺灣科技大學
企業管理系
96
The purpose of this research is for the discussing the degree of influence from opinion leader to the process of consumer strategic decision making, while applying those companies which take interpersonal marketing as their main strategy, such as direct sale industry and multi-level marketing company, as main research scope. Using innovation proliferation theory, the opinion leader theory, fords into the expense behavior theory and the suitability sale behavior as basis, taking the opinion leader as the center, as well as combining intrinsic innovation proliferation intention, making use of the fact that external behavior may possibly affects the suitability sale which relates and fords into the expense, to the extend which the influence may affect, in making further survey. This research takes " Relationship Medium ", " Situational Characteristics " and " Involvement Behavior" as three essential factors for opinion leaders to affect the overhead construction of course idea. Here the objects of study are taken from direct sale industry, U.S. business and Taiwanese business multi-level marketing company, such as AMWAY, NUSKIN, LANFAR, TOTALIFE; while applying comparative research technique, combining with extensive data collection and confirmation as well as in depth interview to learn the role of individual elite direct sale business in each multi-level marketing company, and compare their influence on the process of strategic decision making of downriver consumers (Awareness, Interest, Evaluation, Trial, Adoption) and their degree of acceptance. According to the research we found that, 1. On the basis of credence, opinion leader of direct sale have their influence only at ‘Awareness Stage’. 2. Timing and demand are something that opinion leaders need to take hold of at ‘Interest Stage’. 3. ignite the sense of vocation is something necessary for direct sale opinion leaders to wield their power during ‘Evaluation Stage’. 4. Be open minded so that direct sale opinion leaders can elaborate themselves during ‘Trial Stage’. 5. Systematic contemplation can help direct sale opinion leaders to expend their organization during ‘Adoption Stage’. 6. The influence of up-stream character played by opinion leader of direct sale, moderates itself according to different stages. 7. How direct-sale opinion leader influences downstream operating methods is related to the scale of the organization. Further more, according to real-life management, 1. The effect of direct sale opinion leaders on relationship medium is not an all-over one. 2. Educational organization should build their environment on primary stage. 3. A need to reconsider the multiply mechanic of involvement behavior.