Identification d’un leader d’opinion: état des controverses

Eric Vernette (), Jean-Philippe Galan (), Laurent Bertrandias () and Alexandra Vignolles
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Eric Vernette: CRM - Centre de Recherche en Management - UT Capitole - Université Toulouse Capitole - UT - Université de Toulouse - IAE - Institut d'Administration des Entreprises - Toulouse - CNRS - Centre National de la Recherche Scientifique
Jean-Philippe Galan: CRM - Centre de Recherche en Management - UT Capitole - Université Toulouse Capitole - UT - Université de Toulouse - IAE - Institut d'Administration des Entreprises - Toulouse - CNRS - Centre National de la Recherche Scientifique, UVHC - Université de Valenciennes et du Hainaut-Cambrésis, IAE de Valenciennes
Laurent Bertrandias: CRM - Centre de Recherche en Management - UT Capitole - Université Toulouse Capitole - UT - Université de Toulouse - IAE - Institut d'Administration des Entreprises - Toulouse - CNRS - Centre National de la Recherche Scientifique
Alexandra Vignolles: INSEEC - Institut des hautes études économiques et commerciales | School of Business and Economics

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Abstract: The analysis of the literature on opinion leaders led to two conclusions: first, there are a lot of measures to identify opinion leaders and on the other hand, a small number of studies shows that methods lead to different results. In other words, the status of "opinion leader" depends on the method chosen. This raises questions about the conceptual meaning of opinion leader. This article begins with the methods, and then we will present the main results of comparative studies.

Keywords: opinion leader; marketing; social network; influencer; leader d’opinion; réseaux sociaux; influenceur (search for similar items in EconPapers)
Date: 2012
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Published in Congrès International de l’Association Française du Marketing, B. Urien (coord.), Association Française du Marketing, 2012, Brest, France

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-03243836

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