Advances in Economics, Management and Political Sciences

- The Open Access Proceedings Series for Conferences


Proceedings of the 2nd International Conference on Financial Technology and Business Analysis

Series Vol. 56 , 01 December 2023


Open Access | Article

The Value and Promotion Role of Opinion Leaders in Media Communication

Yixuan Pei * 1
1 BDA School of The High School Affiliated to Renmin University of China, Beijing, China

* Author to whom correspondence should be addressed.

Advances in Economics, Management and Political Sciences, Vol. 56, 21-25
Published 01 December 2023. © 01 December 2023 The Author(s). Published by EWA Publishing
This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
Citation Yixuan Pei. The Value and Promotion Role of Opinion Leaders in Media Communication. AEMPS (2023) Vol. 56: 21-25. DOI: 10.54254/2754-1169/56/20231048.

Abstract

The research background of this paper is the continuous development of modern science and technology, the continuous popularization of the Internet links people in various regions, and people who have more knowledge in each field gradually gain a lot of fans on the Internet, and their comments are also recognized by more people. These people are called opinion leaders. However, the value and influence that opinion leaders can bring are gradually expanding and affecting our lives. The goal of this paper is to find out the influence and value that opinion leaders can bring to different objects such as society, individuals and companies. The main research content is what kind of value can opinion leaders create and promote the development of public opinion by using their high appeal and credibility on the Internet. And that affects the economy and politics and different aspects of the whole country. The influence of opinion leaders is huge and can bring a lot of value, but whether ordinary people can distinguish the truth and falsehoods of opinion leaders’ speeches is very important. The independent thinking of ordinary people should not be obliterated by the big trends on the Internet.

Keywords

social media, opinion leader, economic development, the effect on the mind

References

1. Thomas, K. (2019). Key opinion leaders supercharged by the internet. BMJ: British Medical Journal, 365.

2. Corte, M. A. B. (2020). How social media usage by managers affects corporate value: the case of Elon Musk (Doctoral dissertation).

3. Juntiwasarakij, S. (2018). Framing emerging behaviors influenced by internet celebrity. Kasetsart Journal of Social Sciences, 39(3), 550-555.

4. Schäfer, M. S., & Taddicken, M. (2015). Opinion leadership| mediatized opinion leaders: new patterns of opinion leadership in new media environments?. International Journal of Communication, 9, 22.

5. Valente, T. W., & Davis, R. L. (1999). Accelerating the diffusion of innovations using opinion leaders. The Annals of the American Academy of Political and Social Science, 566(1), 55-67.

6. Meng, F., Wei, J., & Zhu, Q. (2011, May). Study on the impacts of opinion leader in online consuming decision. In 2011 International Joint Conference on Service Sciences (pp. 140-144). IEEE.

7. Lin, H. C., Bruning, P. F., & Swarna, H. (2018). Using online opinion leaders to promote the hedonic and utilitarian value of products and services. Business horizons, 61(3), 431-442.

8. Bodendorf, F., & Kaiser, C. (2009, November). Detecting opinion leaders and trends in online social networks. In Proceedings of the 2nd ACM workshop on Social web search and mining (pp. 65-68).

9. Zhang, X., & Dong, D. (2008). Ways of identifying the opinion leaders in virtual communities. International Journal of Business and Management, 3(7), 21-27.

10. Winter, S., & Neubaum, G. (2016). Examining characteristics of opinion leaders in social media: A motivational approach. Social Media+ Society, 2(3), 2056305116665858.

Data Availability

The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License. Authors who publish this series agree to the following terms:

1. Authors retain copyright and grant the series right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this series.

2. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the series's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this series.

3. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See Open Access Instruction).

Volume Title
Proceedings of the 2nd International Conference on Financial Technology and Business Analysis
ISBN (Print)
978-1-83558-159-9
ISBN (Online)
978-1-83558-160-5
Published Date
01 December 2023
Series
Advances in Economics, Management and Political Sciences
ISSN (Print)
2754-1169
ISSN (Online)
2754-1177
DOI
10.54254/2754-1169/56/20231048
Copyright
01 December 2023
Open Access
This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited

Copyright © 2023 EWA Publishing. Unless Otherwise Stated