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Article
Publication date: 28 December 2021

Maureen Schulze, Achim Spiller and Kristin Jürkenbeck

The consumption of animal-based food products faces several sustainability challenges. To date, however, meat intake plays an important role in everyday food choices. With…

Abstract

Purpose

The consumption of animal-based food products faces several sustainability challenges. To date, however, meat intake plays an important role in everyday food choices. With their ability to change the opinions of a critical mass, opinion leaders in food choices are assumed to play a predominant role in influencing future dietary styles. Thus, the objective of this study was to identify opinion leaders in food choices and their personal meat consumption behaviour as well as their attitude towards policy interventions aiming to meat reduction.

Design/methodology/approach

The sample consisted of 1,479 German participants aged between 15 and 29 years who were online surveyed in autumn 2020. A latent profile analysis (LPA) identified three distinct groups of opinion leader in the younger generation labelled “non-opinion leaders”, “weak opinion leaders” and “opinion leaders”. The identified profiles were used to understand opinion leaders and their food choices by using chi-square tests as well as univariate ANOVA with Tukey or Games-Howell post hoc tests.

Findings

Opinion leadership in food choices was associated with a higher interest in meat-reduced dietary styles and with more positive attitudes towards innovative food ideas. Moreover, opinion leaders were associated with politicised food decisions, indicating that their food choices align with their political and social interests.

Originality/value

The results contribute to a better understanding of the development of future dietary styles, provide evidence for a shift towards more sustainable dietary patterns in the near future and highlight that food decisions are no longer solely decisions on an individual basis but rather becoming of political relevance.

Details

British Food Journal, vol. 124 no. 11
Type: Research Article
ISSN: 0007-070X

Keywords

Article
Publication date: 19 July 2021

Manuela López, Maria Sicilia and Peeter W.J. Verlegh

Opinion leaders are increasingly important as a source of information, with consumers judging them to be more credible than other media and more influential than other…

Abstract

Purpose

Opinion leaders are increasingly important as a source of information, with consumers judging them to be more credible than other media and more influential than other consumers. Thus, companies have an interest in engaging opinion leaders to post about products and brands, and the authors analyse different incentives for encouraging them to spread the word on social media (via electronic word-of-mouth [e-WoM]).

Design/methodology/approach

A 2 × 3 between-subjects experimental design was developed in which 359 technological opinion leaders (bloggers) participated. The authors manipulated the monetary incentive (money vs no money) and non-monetary incentives (information only vs return product vs keep product) offered in exchange for a brand post.

Findings

Various techniques for approaching opinion leaders are effective, but to differing degrees. Providing a product free of charge increases the likelihood that opinion leaders will post about it, and the highest intention to post is observed when they are allowed to keep the product. In contrast, giving money to opinion leaders could have an indirect negative impact on their intention to post through the expected negative reaction of followers.

Originality/value

It remains unclear how opinion leaders can best be encouraged to spread e-WoM, as incentives used for consumers may work differently for opinion leaders, who have followers that they want to maintain. The main contribution of this paper lies in its explanation of why opinion leaders react differently to monetary versus non-monetary incentives.

Details

Journal of Research in Interactive Marketing, vol. 16 no. 1
Type: Research Article
ISSN: 2040-7122

Keywords

Open Access
Article
Publication date: 3 September 2020

Ignat Kulkov, Wilhelm Barner-Rasmussen, Maria Ivanova-Gongne, Anastasia Tsvetkova, Magnus Hellström and Kim Wikström

This study aims to identify how the personal social capital of opinion leaders contributes to the market adoption of start-up innovations.

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Abstract

Purpose

This study aims to identify how the personal social capital of opinion leaders contributes to the market adoption of start-up innovations.

Design/methodology/approach

A design-oriented case study is undertaken with a start-up company focusing on the development and commercialization of innovations in the veterinary market. Based on a literature review, the authors examine the social capital in value creation and the role of opinion leaders and use qualitative methodology and semi-structured in-depth interviews to collect data.

Findings

The adoption of innovations could start with opinion leaders that will later share their experience with other members of the professional community. In turn, social capital allows for creating a collaboration between start-ups and leaders based on a number of specific parameters.

Originality/value

This paper contributes to marketing literature by providing new insights regarding collaboration between start-ups and opinion leaders. The collaboration between opinion leaders and start-ups could be implemented not only in the veterinary industry but also in other industries with minor adaptations. Authors demonstrate how the social capital of external stakeholders may be used as a resource of the company for business development. The main contribution of this study is to demonstrate that social capital could be used as a parameter for the adoption of innovations. The key parameters that allow creating cooperation between start-up and opinion leader have been identified.

Details

Journal of Business & Industrial Marketing, vol. 36 no. 13
Type: Research Article
ISSN: 0885-8624

Keywords

Article
Publication date: 18 September 2009

Emma Hazelwood, Rob Lawson and Rob Aitken

The purpose of this paper is to examine the characteristics and usefulness of opinion leaders and market mavens in relation to theatre guides as a way for theatres to…

3488

Abstract

Purpose

The purpose of this paper is to examine the characteristics and usefulness of opinion leaders and market mavens in relation to theatre guides as a way for theatres to develop new audiences.

Design/methodology/approach

Surveys and a small number of in‐depth interviews are conducted within a sample of 1,200 theatre patrons. A univariate analysis of variance analysis determines degrees of correspondence between levels of opinion leadership or mavenism and reported influential behaviour.

Findings

Opinion leaders are much more useful in the process of audience development than mavens given their propensity to engage in positive reinforcement behaviours particularly in their roles as theatre guides.

Research limitations/implications

While the level of mavenism is related to provision of general market information, it is not related to diffusion of performance‐specific information. Also, the portrayal of opinion leaders as living in a “closed world” unlikely to be an effective cultural influence on non‐attendees, is not supported. A further limitation is that it could not gauge the effectiveness of the self‐reported influential behaviour of non‐attendees. Further research should measure the effectiveness of opinion leaders based on how many of the non‐attendees they influenced came to the theatre.

Practical implications

Theatres should identify opinion leaders and encourage their natural “guide” behaviour with targeted incentives and information as a method of building new audiences and developing new relationships.

Originality/value

This paper will help theatres to use their resources more effectively to increase audience attendance. Further, the identification and establishment of theatre guides based on the characteristics of opinion leaders is within the capability of all arts organizations.

Details

Marketing Intelligence & Planning, vol. 27 no. 6
Type: Research Article
ISSN: 0263-4503

Keywords

Article
Publication date: 12 May 2022

Jiyoung Lee, Brian C. Britt and Shaheen Kanthawala

Misinformation (i.e. information identified as false) spreads widely and quickly on social media – a space where crowds of ordinary citizens can become leading voices …

Abstract

Purpose

Misinformation (i.e. information identified as false) spreads widely and quickly on social media – a space where crowds of ordinary citizens can become leading voices – during a crisis when information is in short supply. Using the theoretical lenses of socially curated flow and networked gatekeeping frameworks, we address the following three aims: First, we identify emergent opinion leaders in misinformation-related conversations on social media. Second, we explore distinct groups that contribute to online discourses about misinformation. Lastly, we investigate the actual dominance of misinformation within disparate groups in the early phases of mass shooting crises.

Design/methodology/approach

This paper used network and cluster analyses of Twitter data that focused on the four most prevalent misinformation themes surrounding the El Paso mass shooting.

Findings

A total of seven clusters of users emerged, which were classified into five categories: (1) boundary-spanning hubs, (2) broadly popular individuals, (3) reputation-building hubs, (4) locally popular individuals and (5) non-opinion leaders. Additionally, a content analysis of 128 tweets in six clusters, excluding the cluster of non-opinion leaders, further demonstrated that the opinion leaders heavily focused on reiterating and propagating misinformation (102 out of 128 tweets) and collectively made zero corrective tweets.

Originality/value

These findings expand the intellectual understanding of how various types of opinion leaders can shape the flow of (mis)information in a crisis. Importantly, this study provides new insights into the role of trans-boundary opinion leaders in creating an echo chamber of misinformation by serving as bridges between otherwise fragmented discourses.

Details

Internet Research, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1066-2243

Keywords

Article
Publication date: 1 December 2002

Robin A. Coulter, Lawrence F. Feick and Linda L. Price

Research conducted in the early 1990s in Hungary indicated a lack of knowledgeable and influential personal sources in the cosmetics product category. The purpose of this…

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Abstract

Research conducted in the early 1990s in Hungary indicated a lack of knowledgeable and influential personal sources in the cosmetics product category. The purpose of this article is to examine women cosmetics opinion leaders in Hungary approximately ten years into the country’s transition to a market economy. Because of the evolution of the cosmetics market over the past decade and Hungarian women’s increased involvement with cosmetics, we expected to see the emergence of opinion leadership in the product category. Survey data from 340 Hungarian women indicate that the incidence of cosmetics opinion leadership and self‐reported product knowledge is lower than what we might expect in more established market economies. Nonetheless, we found the relationships between cosmetics opinion leadership in Hungary and antecedent and consequent variables are similar to what we would expect in more established market economies. We discuss the implications of these results for marketing managers.

Details

European Journal of Marketing, vol. 36 no. 11/12
Type: Research Article
ISSN: 0309-0566

Keywords

Article
Publication date: 1 March 2005

Flemming Hansen and Morten Hallum Hansen

Examines the characteristics of young innovators (i.e. those in a group who accept the innovation first, for instance a hula hoop, a mobile phone or a video game) and…

1073

Abstract

Examines the characteristics of young innovators (i.e. those in a group who accept the innovation first, for instance a hula hoop, a mobile phone or a video game) and opinion leaders (i.e. the person in a group who tends to be copied or consulted for advice); the two roles overlap, as child innovators are usually also opinion leaders, but not necessarily the reverse. Explains the Diffusion of Innovations theory, relating it to the adoption by children of new products and behaviours, i.e. their socialisation as consumers; this process involves the stages of awareness, interest, evaluation, test purchase, and adoption. Outlines the characters involved in the generalised theory of Diffusion of Innovations: opinion leaders, innovators, gatekeepers (for instance parents who allow their children to acquire a new product), and change agents (an outsider who gives advice, for instance a teacher). Discusses whether there are generalised innovators and opinion leaders, i.e. whether the same people tend to fulfil these roles in all or most areas. Moves onto a 2003 study of children which surveyed how well the Diffusion of Innovations theory fits them, how much overlap there was among innovators and opinion leaders, and where children got information about new products. Concludes that the Diffusion of Innovations theory does roughly fit child and teenage behaviour; in the adoption process, personal communication plays a dominant role, followed by television and advertising, but mobile phone and SMS messages played almost no role among eight to 12‐year‐olds in communicating information on new products.

Details

Young Consumers, vol. 6 no. 2
Type: Research Article
ISSN: 1747-3616

Keywords

Article
Publication date: 21 November 2018

Fatima Zohra Ennaji, Abdelaziz El Fazziki, Hasna El Alaoui El Abdallaoui, Djamal Benslimane and Mohamed Sadgal

This paper aims to detect opinion leaders, who they play a vital role as influencers of their community, which will help companies to improve their image in social media…

Abstract

Purpose

This paper aims to detect opinion leaders, who they play a vital role as influencers of their community, which will help companies to improve their image in social media. This idea came with the fast development of social media, where individuals are increasingly sharing their personal experiences, opinions and critiques about products through these platforms. Thus, the new customers can rely on these spontaneous recommendations to proceed with the purchase without risk of disappointment. Therefore, the mismanagement of the e-reputation can cause huge losses for companies.

Design/methodology/approach

In this study, a product reputation framework based on the prediction of opinion leaders is presented. To do so, opinion mining has been used to determine the product reputation in social media. In addition to posts processing, the profile information has also exploited to predict opinion leaders. To achieve the authors’ goal, spammers and duplicated profiles have been detected to improve the product reputation results.

Findings

The effectiveness of this approach has been tested using a social media simulation. The obtained results show that this approach is efficient and more accurate compared to the classical solutions.

Originality/value

The key novelty is the gathering of spammer detection criteria with different weights and the profiles matching by providing the suitable matching methods that take into account the profile’s attributes types. Consequently, a different similarity measure was assigned for each of the considered four attributes types. These two steps can ensure that the results obtained from social media are actually supported by opinions extracted directly from the real physical consumers.

Details

International Journal of Web Information Systems, vol. 14 no. 4
Type: Research Article
ISSN: 1744-0084

Keywords

Article
Publication date: 11 February 2021

Ahlam Ibrahim Al-Harbi and Nada Saleh Badawi

This study aims to investigate the influence of online opinion leadership and opinion seeking the intention to purchase and purchase behaviour of organic food in Saudi Arabia.

Abstract

Purpose

This study aims to investigate the influence of online opinion leadership and opinion seeking the intention to purchase and purchase behaviour of organic food in Saudi Arabia.

Design/methodology/approach

This study used an online questionnaire as a method to collect data from Instagram users in Saudi Arabia. Statistical analysis was performed using the SmartPLS to test the research model.

Findings

The study demonstrates the links between the perceived benevolence of the opinion leadership through Instagram and purchase behaviour of organic food and between opinion seeking and intention to purchase.

Practical implications

This study provides insights into the favourable impact of opinion leadership and opinion seeking on consumers’ intention to purchase and purchase behaviour for marketers, especially in the organic food sector of a Middle Eastern context.

Originality/value

Prior studies have investigated the impact of opinion leadership and opinion seeking on purchase behaviour, but not within the organic food sector. This study attempts to fill this gap in the literature by providing useful insights to enhance the understanding of the influence of online opinion leadership on purchase behaviour of organic food. This study also makes a valuable contribution to organic food research in Middle East countries, where there is a lack of research on organic food purchase behaviour.

Details

Journal of Islamic Marketing, vol. 13 no. 6
Type: Research Article
ISSN: 1759-0833

Keywords

Book part
Publication date: 8 July 2015

Kimberly B. Rogers

The present research builds on three complementary theories to explore how social influence processes in interaction bring about opinion and sentiment change: expectation…

Abstract

Purpose

The present research builds on three complementary theories to explore how social influence processes in interaction bring about opinion and sentiment change: expectation states theory, affect control theory, and social influence network theory.

Methodology/approach

An experimental study is used to test intersections between the theories and assess how performance expectations, affective impressions of group members, and emergent perceptions of their influence work together to generate opinion and sentiment change.

Findings

Respondent opinions shifted in the direction of group leadersopinions, regardless of behavioral interchange patterns. Opinion change was greater when a third group member shared the leader’s opinion. Change in affective impressions was shaped by the group leader’s opinion, the assertiveness of their behavior, and the support of a third group member. The perceived influence composition of the group predicted opinion and sentiment change, above and beyond the effects of conditional manipulations. Features of the group interaction led to inferences about status characteristics that reinforced the influence order of the group.

Research implications

The chapter tests hypotheses from earlier work and explores status signals not yet tested as predictors of opinion change – behavioral interchange patterns and the degree of support for one’s ideas. In addition, it examines inferences about status characteristics following the group discussion, and influence effects on the prevailing definition of the situation.

Originality/value

This chapter contributes to recent integrative work that explores the relationship between performance expectations, affective impressions, and social influence. Synergistic processes forwarded by earlier research are tested, along with several newly proposed linkages.

Details

Advances in Group Processes
Type: Book
ISBN: 978-1-78560-076-0

Keywords

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