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Referência:
SAID-HUNG, Elias, ARCILA-CALDERÓN, Carlos . Online opinion leaders in Latin America and the middle east: the case of the top 20 most-viewed twitter users. . Informaçao e sociedade: estudos, Joao Pessoa, v. 23, n. 3, p. 143-157, set./dez. 2013
Descritor(es):
OPINION LEADER, SOCIAL NETWORKS, TWITTER, SOCIAL RELATIONSHIPS.
Resumo:
This study aims to present the primary results of the project
"The participation and social relationships of online opinion
leaders on Twitter in Latin America and the Middle East" as
part of the authors' research. This study's initial hypothesis
is that despite the current rise in social networking, the
communication flow model proposed by Klaus Jensen (2009)
is only partially valid because these digital communication
settings provide increased opportunities for the personalized
exposure of messages from traditional (offline) opinion leaders
rather than facilitating the emergence of new leadership at
the social level. The results reveal that these users exhibit
intensive Twitter use in both regions and a strong inclination to
share information. However, we observed that most of their
messages are personal and that fewer discuss the news. In
comparison, users in Latin America achieve a greater impact
on their networks than do users in the Middle East. The study
concludes that the results support Kensen's model but, as
previous studies have confirmed, that new types of online
opinion leaders are not actually being produced
Endereço eletrônico:
http://www.ies.ufpb.br/ojs2/index.php/ies/article/view/17818/10221 Acessado em: 18 jun. 2014
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