Construit et concept de leader d'opinion dans les réseaux sociaux: proposition d'un agenda de recherche

Eric Vernette (), Laurent Bertrandias (), Jean-Philippe Galan () and A. Vignolles
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Eric Vernette: marketing - 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
Laurent Bertrandias: marketing - 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: marketing - 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

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Abstract: Stimulated by the growth of social networks, literature on opinion leader is not convergent on what is the role of an opinion leader and how to identify it. This paper proposes a research agenda on two avenues of research: one the concept of opinion leader on a social network (traditional and on line) and the other concerning the suitable measures to identify those individuals

Keywords: "opinion leader"; " social network"; " measure"; "psychometry"; leader d'opinion; réseaux sociaux; mesure; psychométrie; concept; "leader d'opinion"; " réseaux sociaux"; " mesure"; " psychométrie"; " concept" (search for similar items in EconPapers)
Date: 2012-05-09
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Citations: View citations in EconPapers (1)

Published in 28ème Congrès de l'Association Française du Marketing (AFM), May 2012, Brest, France. pp.24

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:halshs-00742262

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