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

Author

Listed:
  • 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)

  • A. Vignolles

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

Suggested Citation

  • Eric Vernette & Laurent Bertrandias & Jean-Philippe Galan & A. Vignolles, 2012. "Construit et concept de leader d'opinion dans les réseaux sociaux : proposition d'un agenda de recherche," Post-Print halshs-00742262, HAL.
    • Handle: RePEc:hal:journl:halshs-00742262
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    Cited by:

    1. Maria Mercanti-Guérin, 2014. "Systèmes de recommandation et réseaux sociaux, quelles implications pour le marketing digital ?," Post-Print hal-02055196, HAL.

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