Ocultar
Mostrar todos
Envíe este artículo por correo electrónico 
OPINION LEADER THEORY IN THE CONTEXT OF INTERNET MARKETING
Resumen
Purpose: The article deals with the two-step communication theory, which relies on the assumption of information being transmitted to the audience through intermediaries designated as opinion leaders. The study aims to determine the up-to-date characteristics of opinion leaders as social actors. Methods: An empirical study using the survey method is conducted on a sample of 400 students of universities in Kazan (Russia) aged 18 to 24. Results: The study provides insight into the classical theory through the prism of the modern realities of media content and the media environment, where opinion leaders are being replaced by Internet influencers. Based on empirical material, the paper outlines the main problems and limitations of the use of Influencers as a technology for the promotion of goods and services.
Palabras clave
Texto completo:
PDF (English)Referencias
Anderson, H., & Hepburn, B. (2015). Scientific method. Stanford encyclopedia of philosophy. Retrieved from http://plato.stanford.edu/entries/scientific-method/
Bakanov, R.P., Saeed, A.W.A., Sabirova, L.R., Tumanov, D.V., Egorova, L.G. (2022). Components of a media image of popular bloggers in international social network. Relacoes Internacionais no Mundo Atual, 1 (34), 1-11.
Bryant, J., & Thompson, S. (2004). Osnovy vozdeistviia SMI [Fundamentals of media effects]. Moscow: Williams Publishing House, 423 p.
Centola, D. (2011). An experimental study of homophily in the adoption of health behavior. Science, 334(6060), 1269-1272. https://doi.org/10.1126/science.1207055
Communication Theory. (n.d.). Two step flow theory. All about theories for communication. Retrieved from https://www.communicationtheory.org/two-step-flow-theory-2 (accessed November 10, 2021).
Katz, E., & Lazarsfeld, P.F. (2004). Personal influence: The part played by people in the flow of mass communications. New York: Routledge, 434 p.
Kosaka, K. (2021). Your complete guide to creating an influencer marketing strategy. Alexa. Alexa Blog. Retrieved from https://blog.alexa.com/influencer-marketing-strategy (accessed November 10, 2021).
Lazarsfeld, P., Berelson, B., & Gaudet, H. (1944). The people’s choice. How the voter makes up his mind in a presidential campaign. New York: Columbia University Press, 384 p.
McPherson, M., Smith-Lovin, L., & Cook, J.M. (2001). Birds of a feather: Homophily in social networks. Annual Review of Sociology, 27, 415-444. https://doi.org/10.1146/annurev.soc.27.1.415
Merton, R.K. (2006). Sotsialnaia teoriia i sotsialnaia struktura [Social theory and social structure]. Trans. from English by E.N. Egorova et al., ed. by Z.V. Koganova. Moscow: AST, Khranitel, 873 p.
Mirolubow, V. (2019, May 15). Rynok influencer marketing: Tekushchie trudnosti na puti razvitiia [The influencer marketing market: Current challenges to development]. vc.ru. Retrieved from https://vc.ru/marketing/75280-rynok-influencer-marketing-tekushchie-trudnosti-na-puti-razvitiya (accessed November 10, 2021).
Noelle-Neumann, E. (1985). Die identifizierung der meinungsführer [Identifying opinion leaders]. In Broadening the uses of research, 38th ESOMAR Congress, Wiesbaden, Germany, September 1-5, 1985 (pp. 125-171). Bruxelles: Amsterdam.
Rogers, E.M. (1983). Diffusion of innovations. 3rd ed. New York: Free Press of Glencoe, 453 p.
Rogers, E.M. (2010). Diffusion of innovations. 4th ed. Simon and Schuster, 518 p.
Rogers, E.M., & Bhowmik, D.K. (1970). Homophily-heterophily: Relational concepts for communication research. Public Opinion Quarterly, 34(4), 523-538. https://doi.org/10.1086/267838
Schramm, W. (2003). Priroda kommunikatsii mezhdu liudmi [The nature of communication between humans]. In Protsess i effekty massovykh kommunikatsii. Moscow: Sotsial'nyye otnosheniya.
Shchepilova, G.G. (2013). Teoriia mnogostupenchatogo potoka informatsii: Novoe prochtenie [The theory of multi-stage information flow: A new interpretation]. Media Almanakh, 5(58), 8-13).
We Are Social. (2022, January 26). Digital 2022: Another year of bumper growth. Retrieved from https://wearesocial.com/uk/blog/2022/01/digital-2022-another-year-of-bumper-growth-2/ (accessed August 10, 2022).
Weinswig, D. (2016, October 5). Influencers are the new brands. Forbes. Retrieved from https://www.forbes.com/sites/deborahweinswig/2016/10/05/influencers-are-the-new-brands/?sh=758da78f7919 (accessed November 10, 2021).
White, K. (2019, August 20). The difference between mega, macro, micro and nano influencers. Insights for Professionals. Retrieved from https://www.insightsforprofessionals.com/marketing/social-media/difference-mega-macro-micro-nano-influencers (accessed November 10, 2021).
VTsIOM. (2020, September 24). Ot blogerov – k infliuenseram: Borba za vnimanie i vliianie na auditoriiu. Novye trendy [From blogers to influencers: The struggle for attention and influence on the audience. New trends]. Retrieved from https://wciom.ru/analytical-reports/analiticheskii-doklad/ot-blogerov-k-inflyuenseram-borba-za-vnimanie-i-vliyanie-na-auditoriyu-novye-trendy (accessed November 10, 2021).
DOI: http://dx.doi.org/10.21902/Revrima.v6i39.6265
Enlaces refback
- No hay ningún enlace refback.
Revista Relações Internacionais do Mundo Atual e-ISSN: 2316-2880
Rua Chile, 1678, Rebouças, Curitiba/PR (Brasil). CEP 80.220-181
