Identification of effective opinion leaders in the diffusion of technological innovation: A social network approach.

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Date: Jan. 2012
Publisher: Elsevier B.V.
Document Type: Report; Brief article
Length: 232 words

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Abstract :

Keywords Opinion leader; Diffusion of innovation; Social network Abstract Opinion leaders are the people in a social network who have the greatest influence on other people's acknowledgment or adoption of products/services in the diffusion process of technological innovation. In this research, we investigate which opinion leader is the best marketing choice in terms of diffusion speed and maximum cumulative number of adopters, using a social network approach and threshold model. On the basis of the simulation result, we find that opinion leaders with high sociality are the best ones for fast diffusion, whereas those with high distance centrality are the best ones for the maximum cumulative number of adopters. Moreover, we conclude that the characteristics of effective opinion leaders selected as initial adopters could vary depending on the characteristics of the social network and type of innovation. Finally, we find that opinion leaders affect the diffusion process only when the percentage of initial adopters reaches a critical mass. Author Affiliation: (a) Institute of Industrial Management Research, School of Management, Inje University, 607 Eobang-dong, Gimhae-si, Gyeongsangnam-do, 621-749, South Korea (b) Technology Management, Economics, and Policy Program, Seoul National University, San 56-1, Sillim-dong, Kwanak-gu, Seoul, 151-742, South Korea * Corresponding author. Tel.: + 82 880 8679; fax: + 82 880 8389. Article History: Received 15 June 2010; Accepted 3 June 2011 Byline: Youngsang Cho [cho.youngsang@gmail.com] (a), Junseok Hwang [junhwang@snu.ac.kr] (b), Daeho Lee [deafish@temep.snu.ac.kr] (b,*)

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Gale Document Number: GALE|A696276604