Annals of Business Administrative Science
Online ISSN : 1347-4456
Print ISSN : 1347-4464
Advance online publication
Showing 1-1 articles out of 1 articles from Advance online publication
  • Yufu Kuwashima
    Article ID: 0181009a
    Published: November 15, 2018
    [Advance publication] Released: November 15, 2018
    JOURNALS FREE ACCESS ADVANCE PUBLICATION

    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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