Annals of Business Administrative Science
Online ISSN : 1347-4456
Print ISSN : 1347-4464
The strength of an opinion leader's supporters
Yufu Kuwashima
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JOURNALS FREE ACCESS Advance online publication

Article ID: 0181009a

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Abstract

Watts and Dodds (2007) showed that in a simulation, supporters of opinion leaders have larger influence than opinion leaders themselves. In this paper, a case analysis was done of an anonymous housewife who created a network and acquired supporters on a social network and then started an apparel brand. The analysis revealed that influence strengthens by having both (a) a network centered around an opinion leader and (b) a complete network with six hardcore fans acting as supporters.

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