E-WoM and 2.0 Opinion Leaders

This article presents a methodological procedure that combines the research of opinion leader 2.0 features with advances in social network analysis and some findings, further research, and managerial implications are discussed.

Abstract

AbstractThe arrival of the World Wide Web has intensified word-of-mouth communication. Thanks to consumers, information flows without geographical or temporal boundaries. The influence of the mass media has receded and that of the Web 2.0 has emerged with force. Opinion leaders are individuals who have become points of reference in these social networks. They exert influence and disseminate information, and they are a source of new ideas. This article presents a methodological procedure that combines the research of opinion leader 2.0 features with advances in social network analysis. In addition, some findings, further research, and managerial implications are discussed.KEYWORDS: word-of-mouthWeb 2.0opinion leaderssocial networkscentrality