Measuring the Opinion Leaders in Virtual Communities

摘要：

Virtual communities are the uppermost communication spaces and channels for online word-of-mouth.And opinion leaders arc the most important group for enterprises word-of-mouth communication.As enterprises arc engaged in online word-of-mouth marketing activities,the key is to find out the opinion leaders in virtual communities.In this paper,after affirming the effects of opinion leaders and reviewing and summarizing the former ways of finding out opinion leaders,authors will introduce to us how to use the social network analysis method and the UCINET software,together with traditional observations and investigations,to analyze and identify the opinion leaders in virtual communities by case study.

关键词： Virtual community Opinion leader Social network analysis UCINET software

作者: Xiaofei Zhang Dahai Dong

作者单位: School of Management,Dalian University of Technology,Dalian 116024,China

会议类型: 国际会议

会议名称: PAN-PACIFIC CONFERENCE XXVI(“战略创新、协作融合泛太平洋管理学会第26届年会)

会议地点: 深圳

会议语种:英文

页码: 335-337

在线出版日期: 2009-06-01（万方平台首次上网日期，不代表论文的发表时间）