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Opinion Leaders and Seekers in Online Brand Communities

Title: Opinion Leaders and Seekers in Online Brand Communities: Centered on Korean Digital Camera Brand Communities.
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Name(s): Sohn, Youngju, author
Korzenny, Felipe, professor directing thesis
Rayburn, Jay D., committee member
Sapolsky, Barry S., committee member
School of Communication, degree granting department
Florida State University, degree granting institution
Type of Resource: text
Genre: Text
Issuance: monographic
Date Issued: 2005
Publisher: Florida State University
Place of Publication: Tallahassee, Florida
Physical Form: computer
online resource
Extent: 1 online resource
Language(s): English
Abstract/Description: In extending the theories of opinion leadership and seeking to the online environment, this study sought to explore whether the established theories for the offline environment would also help us understand opinion leadership in the online world. The tests of hypotheses revealed consistent patterns of opinion leadership and seeking behaviors across the online and offline environments. However, these tests resulted in insignificant relationships between online opinion seeking and offline opinion leadership levels. Furthermore, the hypothesized negative relationship between online opinion leadership and offline seeking was not only not supported, but was contradicted. That is, those who had a high level of opinion seeking in the offline environment also displayed high levels of opinion leadership in the online environment. The current study also demonstrated that some psychological characteristics such as consumer expertise, domain-specific innovativeness and media habits, as well as attitudes toward online brand communities, were significant predictors for opinion leadership in the online environment. In addition to opinion leadership, the current study explored traits of opinion seeking, suggesting that people with a high level of opinion seeking may exhibit different characteristics and behaviors from what opinion leaders exhibit.
Identifier: FSU_migr_etd-1647 (IID)
Submitted Note: A Thesis Submitted to the Department of Communication in Partial Fulfillment of the Requirements for the Degree of Master of Science.
Degree Awarded: Summer Semester, 2005.
Date of Defense: June 20, 2005.
Keywords: Online community, Opinion seeker, Opinion leader, Online brand community
Bibliography Note: Includes bibliographical references.
Advisory committee: Felipe Korzenny, Professor Directing Thesis; Jay D. Rayburn, Committee Member; Barry S. Sapolsky, Committee Member.
Subject(s): Communication
Persistent Link to This Record: http://purl.flvc.org/fsu/fd/FSU_migr_etd-1647
Owner Institution: FSU

Choose the citation style.
Sohn, Y. (2005). Opinion Leaders and Seekers in Online Brand Communities: Centered on Korean Digital Camera Brand Communities. Retrieved from http://purl.flvc.org/fsu/fd/FSU_migr_etd-1647