The strength of an opinion leader’s supporters
Watts and Dodds (2007) showed that in a simulation, supporters of opinion leaders have larger influence than opinion leaders themselves. In this paper, a case analysis was done of an anonymous housewife who created a network and acquired supporters on a social network and then started an apparel bra...
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| Format: | Article |
| Language: | English |
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Global Business Research Center
2018-11-01
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| Series: | Annals of Business Administrative Science |
| Subjects: | |
| Online Access: | https://www.jstage.jst.go.jp/article/abas/17/6/17_0181009a/_pdf/-char/en |
| _version_ | 1818416555815337984 |
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| author | Yufu Kuwashima |
| author_facet | Yufu Kuwashima |
| author_sort | Yufu Kuwashima |
| collection | DOAJ |
| description | Watts and Dodds (2007) showed that in a simulation, supporters of opinion leaders have larger influence than opinion leaders themselves. In this paper, a case analysis was done of an anonymous housewife who created a network and acquired supporters on a social network and then started an apparel brand. The analysis revealed that influence strengthens by having both (a) a network centered around an opinion leader and (b) a complete network with six hardcore fans acting as supporters. |
| first_indexed | 2024-12-14T11:52:45Z |
| format | Article |
| id | doaj.art-661f3bf29e33421bb5d143dff3388aac |
| institution | Directory Open Access Journal |
| issn | 1347-4464 1347-4456 |
| language | English |
| last_indexed | 2024-12-14T11:52:45Z |
| publishDate | 2018-11-01 |
| publisher | Global Business Research Center |
| record_format | Article |
| series | Annals of Business Administrative Science |
| spelling | doaj.art-661f3bf29e33421bb5d143dff3388aac2022-12-21T23:02:15ZengGlobal Business Research CenterAnnals of Business Administrative Science1347-44641347-44562018-11-0117624125010.7880/abas.0181009aabasThe strength of an opinion leader’s supportersYufu Kuwashima0Faculty of Social Information Studies, Otsuma UniversityWatts and Dodds (2007) showed that in a simulation, supporters of opinion leaders have larger influence than opinion leaders themselves. In this paper, a case analysis was done of an anonymous housewife who created a network and acquired supporters on a social network and then started an apparel brand. The analysis revealed that influence strengthens by having both (a) a network centered around an opinion leader and (b) a complete network with six hardcore fans acting as supporters.https://www.jstage.jst.go.jp/article/abas/17/6/17_0181009a/_pdf/-char/ensnsmarketinginfluentialword of mouth |
| spellingShingle | Yufu Kuwashima The strength of an opinion leader’s supporters Annals of Business Administrative Science sns marketing influential word of mouth |
| title | The strength of an opinion leader’s supporters |
| title_full | The strength of an opinion leader’s supporters |
| title_fullStr | The strength of an opinion leader’s supporters |
| title_full_unstemmed | The strength of an opinion leader’s supporters |
| title_short | The strength of an opinion leader’s supporters |
| title_sort | strength of an opinion leader s supporters |
| topic | sns marketing influential word of mouth |
| url | https://www.jstage.jst.go.jp/article/abas/17/6/17_0181009a/_pdf/-char/en |
| work_keys_str_mv | AT yufukuwashima thestrengthofanopinionleaderssupporters AT yufukuwashima strengthofanopinionleaderssupporters |