Abstract
The Social networking service (SNS) has been growing as the means of Communication. Therefore, this research focuses on the social network analyses of Facebook Users to find Influence people (Opinion Leaders) and demonstrate their Influences. In order to measure the influence of Opinion Leaders, advanced SNA(Social network analyses) methods and traditional survey were conducted at the same time. As a result of the research, it was found that the direction of message in SNS had an influence on the attitude of message receiver (consumer) for products. As a result, the moderating effects of Opinion Leadership was verified by using survey, and above all, network measurements (Betweenness Centrality) of Social network analyses.
Recommended Citation
Park, Ji Hye and Suh, Bomil, "The Impact of Influential’s Betweenness Centrality on the WOM Effect under the Online Social Networking Service Environment" (2013). PACIS 2013 Proceedings. 60.
https://aisel.aisnet.org/pacis2013/60