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Paper Information

Journal:   JOURNAL OF CHEMICAL AND PETROLEUM ENGINEERING (JOURNAL OF FACULTY OF ENGINEERING)   APRIL 2012 , Volume 46 , Number 1; Page(s) 27 To 38.
 
Paper: 

THE ROLE OF OPINION LEADERS IN MARKETING BASED ON SOCIAL NETWORKS: A LITERATURE REVIEW AND ANALYSIS (TECHNICAL NOTE)

 
 
Author(s):  JAFARI MOMTAZ N., AGHAIE A.*
 
* DEPT. OF INDUSTRIAL ENGINEERING, K.N.TOOSI UNIVERSITY OF TECHNOLOGY, TEHRAN, I.R. IRAN
 
Abstract: 

In this paper, considering the importance of opinion leadership and use of social networks for marketing, over 90 articles are studied and a comprehensive review of different studies in this area has been done. Studies show that different titles such as op11110n leader, influential people, market maven and key player are used to refer to influential groups in social networks. Notwithstanding the similarity of these titles, 111 concept and identifying factors, a comprehensive classification for introducing such people's properties is not done before. Hence, in this paper considering all the properties presented for the opinion leaders, influential people, market mavens and key players, three general categories including structural, relational and personal characteristics are presented. Furthermore, considering that in the literature, many methods have been introduced for the identification and selection of opinion leaders in social networks, in this article based on the studied opinion leader identification methods, appropriate parameters, including the input, identification and selection, and output are extracted 111 a comprehensive chart to accurately assess these methods. Comprehensive study, classifications and analysis of these studies are the main achievements of this article.

 
Keyword(s): MARKETING, SOCIAL NETWORK, SOCIAL NETWORK ANALYSIS, WORD-OF-MOUTH, OPINION LEADER
 
 
References: 
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Citations: 
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+ Click to Cite.
APA: Copy

JAFARI MOMTAZ, N., & AGHAIE, A. (2012). THE ROLE OF OPINION LEADERS IN MARKETING BASED ON SOCIAL NETWORKS: A LITERATURE REVIEW AND ANALYSIS (TECHNICAL NOTE). JOURNAL OF CHEMICAL AND PETROLEUM ENGINEERING (JOURNAL OF FACULTY OF ENGINEERING), 46(1), 27-38. https://www.sid.ir/en/journal/ViewPaper.aspx?id=509582



Vancouver: Copy

JAFARI MOMTAZ N., AGHAIE A.. THE ROLE OF OPINION LEADERS IN MARKETING BASED ON SOCIAL NETWORKS: A LITERATURE REVIEW AND ANALYSIS (TECHNICAL NOTE). JOURNAL OF CHEMICAL AND PETROLEUM ENGINEERING (JOURNAL OF FACULTY OF ENGINEERING). 2012 [cited 2021July25];46(1):27-38. Available from: https://www.sid.ir/en/journal/ViewPaper.aspx?id=509582



IEEE: Copy

JAFARI MOMTAZ, N., AGHAIE, A., 2012. THE ROLE OF OPINION LEADERS IN MARKETING BASED ON SOCIAL NETWORKS: A LITERATURE REVIEW AND ANALYSIS (TECHNICAL NOTE). JOURNAL OF CHEMICAL AND PETROLEUM ENGINEERING (JOURNAL OF FACULTY OF ENGINEERING), [online] 46(1), pp.27-38. Available: https://www.sid.ir/en/journal/ViewPaper.aspx?id=509582.



 
 
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