Word gets around: Social media’s impact on opinion leadership
ISSN: 0258-0543
Article publication date: 5 June 2020
Issue publication date: 30 June 2020
Abstract
Purpose
This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies.
Design/methodology/approach
This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.
Findings
Opinion leaders are influenced by either innovativeness levels or network centrality. Difference in cultural characteristics determine which type of opinion leadership prevails and how this leads to early adoption of new products and influence on other network members.
Originality/value
The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.
Keywords
Citation
(2020), "Word gets around: Social media’s impact on opinion leadership", Strategic Direction, Vol. 36 No. 7, pp. 19-21. https://doi.org/10.1108/SD-04-2020-0079
Publisher
:Emerald Publishing Limited
Copyright © 2020, Emerald Publishing Limited