Who one is, whom one knows? Evaluating the importance of personal and social characteristics of influential people in social networks

PurposeThis study examines opinion leadership's personal and social characteristics to see which one is more effective in opinion leadership in four different industries: fashion, travel and tourism, wellness and book and literature. The specific subject of this investigation is how largely ope...

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Published inAslib journal of information management Vol. 75; no. 6; pp. 1008 - 1032
Main Authors Hassanzadeh, Mehdi, Taheri, Mohammad, Shokouhyar, Sajjad, Shokoohyar, Sina
Format Journal Article
LanguageEnglish
Published Bradford Emerald Publishing Limited 29.11.2023
Emerald Group Publishing Limited
Subjects
Attitudes
Exhibitionism
Influencer marketing
Leadership
Least squares method
Model testing
Personal relationships
Personality
Personality traits
Social factors
Social interaction
Social networks
Para-social interaction
Opinion leadership
Social media
Influencer marketing
Personality traits
Online AccessGet full text
ISSN2050-3806
1758-3748
DOI10.1108/AJIM-12-2021-0382

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Abstract PurposeThis study examines opinion leadership's personal and social characteristics to see which one is more effective in opinion leadership in four different industries: fashion, travel and tourism, wellness and book and literature. The specific subject of this investigation is how largely openness, exhibitionism and competence in interpersonal relationships and status and attitude homophily affect the opinion leadership and the decision-making of opinion leaders' followers.Design/methodology/approachThe proposed model was tested with the questionnaire shared via stories featured on Instagram among followers of four micro-influencers in different industries. For the purpose of testing the offered hypotheses of this study, the partial least squares method was used.FindingsThe findings show that openness, exhibitionism and competence in interpersonal relationships have a substantial effect on opinion leadership. It was also evident that status and attitude homophily impact opinion leadership. The model supports the effect of both personal and social characteristics on opinion leadership; however, based on the results, the effect of personal characteristics on opinion leadership is more remarkable, both in a direct relationship and through the mediating role of para-social interaction.Originality/valueThis study is novel in categorizing opinion leaders' attributes in two different extents of personal and social characteristics. The authors defined a model of the effectiveness of each personal and social characteristic on opinion leaders. The model investigates whether the personal or social characteristics have the most effect on opinion leadership, particularly with the mediating role of para-social interaction.
AbstractList PurposeThis study examines opinion leadership's personal and social characteristics to see which one is more effective in opinion leadership in four different industries: fashion, travel and tourism, wellness and book and literature. The specific subject of this investigation is how largely openness, exhibitionism and competence in interpersonal relationships and status and attitude homophily affect the opinion leadership and the decision-making of opinion leaders' followers.Design/methodology/approachThe proposed model was tested with the questionnaire shared via stories featured on Instagram among followers of four micro-influencers in different industries. For the purpose of testing the offered hypotheses of this study, the partial least squares method was used.FindingsThe findings show that openness, exhibitionism and competence in interpersonal relationships have a substantial effect on opinion leadership. It was also evident that status and attitude homophily impact opinion leadership. The model supports the effect of both personal and social characteristics on opinion leadership; however, based on the results, the effect of personal characteristics on opinion leadership is more remarkable, both in a direct relationship and through the mediating role of para-social interaction.Originality/valueThis study is novel in categorizing opinion leaders' attributes in two different extents of personal and social characteristics. The authors defined a model of the effectiveness of each personal and social characteristic on opinion leaders. The model investigates whether the personal or social characteristics have the most effect on opinion leadership, particularly with the mediating role of para-social interaction.
Author Shokouhyar, Sajjad
Hassanzadeh, Mehdi
Taheri, Mohammad
Shokoohyar, Sina
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Personality traits
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Snippet PurposeThis study examines opinion leadership's personal and social characteristics to see which one is more effective in opinion leadership in four different...
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SubjectTerms Attitudes
Exhibitionism
Influencer marketing
Leadership
Least squares method
Model testing
Personal relationships
Personality
Personality traits
Social factors
Social interaction
Social networks
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Title Who one is, whom one knows? Evaluating the importance of personal and social characteristics of influential people in social networks
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https://www.proquest.com/docview/2894316054
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