...the network gives more leverage to sales calls. New Theories / Vol. 3, No. 1, 2011 / GfK MIR 17 HOW SOCIAL NETWORKS AND OPINION LEADERS AFFECT THE ADOPTION OF NEW PRODUCTS Raghuram Iyengar, Christophe Van den Bulte, John Eichert, Bruce West, and Thomas W. Valente Do word-of-mouth and other peer influence processes really affect how quickly people adopt a new product? Can one identify the most influential customers and hence those who are good seeding points for a word-of-mouth marketing campaign? Can one also identify those customers most likely to be influenced by their peers? A pharmaceutical company seeking to improve its marketing effectiveness by leveraging social dynamics among physicians set out to answer these questions. There is indeed evidence of social influence, even after controlling for sales calls and individual characteristics. Also, people who are central in the network and those who use the product intensively are more influential. Finally, people who view themselves as opinion leaders are less affected by peer influence, whereas people who others really turn to for information or advice are not differentially affected. This last finding suggests that self-reported opinion leadership captures self-confidence, whereas a central position in the social network captures true leadership. Since sociometric techniques identify true opinion leaders more effectively than self-reports do, word-of-mouth programs targeting sociometric leaders are expected to be more effective...
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...Student’s Name: Institution of Learning: Instructor’s Name: Course Name: Research Paper, Journalism, mass media and communication Big data tactics In recent times, the world is experiencing a data revolution especially in the fields of marketing, politics health and sports just to mention a few. In essence, scientist and journalist are trying to present the world to the ordinary citizen in terms of data. Therefore, one is left to wonder how this vast amount of data is analyzed. In addition, what models are being used to analyze such data and what is their accuracy. More so what assumptions are made when analyzing the figures? When these factors are keenly considered, there emerges an ethical issue that surrounds the whole process. For example, are the figures being used to forecast or tell the true position of an issue or are they being used as tolls to manipulate people. Advertisers and users of advertisements have embraced on the help availed by the use of big data tactics. A good illustration to this is the campaign teams’ especially for political career. Many politicians have found the use of opinion polls helpful because they are able to manipulate them. In such a case, the users of such polls (voters) are deceived to believing that a given candidate is well ahead of other opponents (Fahy 1-2). To conclude, the role being played by big data tactics is enormous and helpful to advertisers or sellers. However, when used for personal gain thus hiding the true position...
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...Word-of-Mouth: Influences on the Choice of Recommendation Sources by K Schoefer 1998 A dissertation presented in part consideration for the degree of M.A. in Corporate Strategy and Governance. Contents Chapter 1 Introduction 1 Chapter 2 Literature Review 3 1. Consumer Decision-Making 3 1. The Decision-Making Process 4 1. Problem Recognition 5 2. Information Search 6 3. Evaluation of Alternatives 8 4. Purchase 9 5. Post-Purchase Evaluation 10 2. Individual Influences 12 3. Environmental Influences 15 1. Culture 15 2. Social Class 16 3. Reference Groups 16 2. Word-of-Mouth Communication 20 1. Definition 20 2. Scope and Significance 20 3. Characteristics of WOM 22 4. The Nature of WOM 24 1. Types 24 2. Process 24 3. Conditions 28 4. Motives 29 5. WOM and the Consumer Behaviour...
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...impression / universe (TV’s that were on) Media Business #1 The cost to reach one thousand listeners - CPM, cost per mille (1000) #2 When an affiliate decides not to run a network scheduled program - preemption, #3 Promotions that involve merchandise or services donated by clients in lieu of payment for airtime - trade-out #4 In May, the networks sell their Fall season spots at this annual event - upfronts #5 If networks fail to deliver the projected audience to advertisers, they sometimes provide extra spots called – make good Radio broadcasters something - morning drive Media Effects research #1 Lasswell's theory of persuasion by direct media effects – magic bullet, media message straight to consumers brain #2 Opinion leaders help persuade others in this theory - two step flow #3 Emotional state that makes media messages slightly more effective - mild fear #4 Hovland's explanation for why some audiences avoid some messages - selective exposure #5 Propaganda's purpose, according to Lasswell – moralization promote hatred of enemy strengthen ties to allies recruit neutral parties demoralize Television programming #1 Declining source of revenue for network affiliates - network compensation #2 When a programmer supports a weak show between two strong ones - hammocking #3 KRON pays a syndicator a small amount of cash and a certain number of advertising spots to show Seinfeld in this increasingly common way to pay for shows - barter syndication...
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...Nicole Whaley May 11, 2011 Com-126 Comm. and the Media Dr. Susan Montjar, APR “The Water Car” A good candidate that I believe can be used to exemplify the Roger’s Diffusion of Innovations Theory would be a vehicle that runs on water. It would cut down the cost of gas and allow individuals to drive more efficiently without the worry of costly gasoline pieces. I would design the car to be able to run on gas as well, but if and when the vehicle was out of gasoline, the car would automatically switch to water. It would be design to be ran manually so that the owner had a choice of driving the car on water alone without ever using gas. This would enable the owner to keep the environment clean and sanitary. The people most likely to be receivers of this innovation would be the young to middle age people whose concerns for their pockets and the environment was of great matter. I would predict that those individuals would become my first time buyers. People that have families to support and are in constant commute, back and forth, to work. Individuals, who are economically stable, but still experience hardships when trying to fit the cost of gas into their family budget. People who need standard of living changes that will improve their responsibility to our environment all while still allowing themselves the ease of their current way of living. If I had to give them titles, they would be business-orientated, focus on maintaining their current status and still helping...
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...THE TWO-STEP FLOW OF COMMUNICATION A report called The People´s Choice* was made after analysing the process of decision-making during the course of an election campaign in 1940. After the analysis the authors suggested that the flow of mass communications may be less direct than was commonly supposed. Authors of The People Choice proposed the following Hypothesis: Influences deriving from the mass media first reach “opinion leaders” who, in turn, pass on what they read and hear to those of their everyday associates from whom they are influential. And that Hypothesis was called: “THE TWO-STEP FLOW OF COMMNICATION” Authors themselves intrigued by its implications for: • Democratic society: • They say it was better that people were more persuaded by the interaction with other people and that the influence of mass media was less automatic and less potent than had been assumed. • Social theory and communications research: • Hypothesis suggested that the image of modern urban society needed revision: image of the audience as a mass of disconnected individuals hooked up to the media but not to each other. IMPACTS OF THE HYPOTHESIS • The hypothesis in The People´s Choice, however, was not very well documented by empirical data: • The design of the study did not anticipate the importance which interpersonal relations would assume in the analysis of the data. • Interpersonal influence really attracted the attention of many researches of different kind, not just mass media researches:...
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...Since the start of the 21st century, a new phenomenon has emerged in the fashion world. Fashion Bloggers take their form in street style photography, documenting their daily “looks” and interest online, primarily through social media, for the entire world to see. Many are quickly becoming the most influential members of the industry. Amateur photographers with intriguing styles have kicked the doors of the once exclusive fashion world open and draw in millions of readers and viewers, democratizing the industry, showing that even the average can claim a stake in the paramount. Fashion bloggers have become the new faces of this generation, with many of their blogs and social media feeds garnering more followers than celebrities do. Representation is the act of speaking for or acting on behalf of others and one of the greatest sources of representation in the fashion world are bloggers, as they have an extraordinary impact on the business wherein both designers and consumers now look to them for representation of the masses. In “Conspicuous and Authentic”, Marwick defines fashion blogging as “an international subculture comprised primarily of young women who post pictures of themselves, swap fashion tips, sell vintage clothes and review couture collections… [participating] in the global flow of consumption while simultaneously producing fashion media which is read worldwide” (1). Bloggers, in a sense represent more than just themselves, they represent their readers and the brands...
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...Diffusion of Innovation Theory Diffusion of Innovation (DOI) Theory, developed by E.M. Rogers in 1962, is one of the oldest social science theories. It originated in communication to explain how, over time, an idea or product gains momentum and diffuses (or spreads) through a specific population or social system. The end result of this diffusion is that people, as part of a social system, adopt a new idea, behavior, or product. Adoption means that a person does something differently than what they had previously (i.e., purchase or use a new product, acquire and perform a new behavior, etc.). The key to adoption is that the person must perceive the idea, behavior, or product as new or innovative. It is through this that diffusion is possible. Adoption of a new idea, behavior, or product (i.e., "innovation") does not happen simultaneously in a social system; rather it is a process whereby some people are more apt to adopt the innovation than others. Researchers have found that people who adopt an innovation early have different characteristics than people who adopt an innovation later. When promoting an innovation to a target population, it is important to understand the characteristics of the target population that will help or hinder adoption of the innovation. There are five established adopter categories, and while the majority of the general population tends to fall in the middle categories, it is still necessary to understand the characteristics of the target population...
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...San Antonio, Jomar M. BAJ 3-1D Introduction to Communication Research Part A. Title #12 DIFFUSION OF INNOVATION MODEL Part B. Model Application and Usage Diffusion of Innovations has been applied to numerous contexts, including medical sociology, communications, marketing, development studies, health promotion, organizational studies, knowledge management, and complexity studies, with a particularly large impact on the use of medicines, medical techniques, and health communications. Part C. Model Part D. Explanation The increasing use of communication to support development and innovation has stimulated efforts to systematize a process for such uses. The familiar five-step stages of the diffusion of innovation/ adoption theory are conceived in the light of the development project which seeks for the widest dissemination of information to the people, and the media are there to help and encourage them. These stages are as follows: 1) awareness (learning of the new idea or practice but has little information about it) 2) interest (individual seeks additional information) 3) evaluation (individual considers the new idea in relation to his needs and decides to try it) 4) trial (individual tries out the new idea on small scale; and) 5) adoption (individual adopts the idea on a full scale with the intention of continuing it.) Everett Rogers in his Diffusion of Innovation theory proposed a five-stage model: 1) Knowledge (individual exposed to the...
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...Stout Strayer University Abstract This paper discusses the role of leadership and how an organizations performance is impacted by leadership and leadership development. The paper discussed Alan Mulally’s leadership styles and gives examples of how Mulally’s actions fit those leadership styles. The paper talks of how Ford Motor Company’s performance is impacted by Alan Mulally’s goal setting. The paper speaks to how Mulally’s communication openness impacts Mulally’s message transmission, trust and agendas and leadership. The paper concludes with the author’s opinion of whether Alan Mulally should continue using the particular leadership he is currently using. Alan Mulally, CEO, Ford Motor Company Leadership is a term that is widely used in all aspects or out lives. “Leadership is the process of developing ideas and a vision, living by values that support those ideas and that vision, influencing others to embrace them in their own behaviors, and making hard decisions about human and other resources.”(Hellriegel & Slocum, 2011, p.4). Leaders must be able to lead by example, be inventive, and not be afraid to be held accountable for everything that takes place in an organization. In any organization that has a long track record of success you can find a strong leader. Leaders come up with the ideas, develop the people around them, set goals for those people, and are responsible for all of the outcomes that may arise. This paper will discuss Alan Mulally’s role as a leader...
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...have also caused people’s attention. The purpose of this bibliography is to find the changes of gender in leadership. With the development of society, the number of female leaders is increasing in recent years (Michelle and Elaine, 2008). According to (Stewart, 2009), there are more difficulties facing female leaders than male leaders, which makes it difficult to involve more females in the leading positions. A research (Hilary, 2009) indicated that although the number of female leaders is increasing, the ratio of female leaders in leadership is not balanced and more females should be involved in management positions. According to Kaycee (2010), the changes of gender in leadership have been in the process, which can be proved by the changes of people’s attitudes to female leaders. Reference | Michelle M & Elaine Y(2008), The trend of female leaders in organisations, Journal of Management, 23, 7, pp 105-124 | Type of Article | Literature review | Aim\purpose | The purpose of this article is to find out the changes of female leaders in the past decade and explain the reasons of the changes and then predict the trend of changes. | Approach | This paper reviews previous theories about the necessary of involving female leaders and then it presents the process of female leaders entering the management field. It highlights the trend of changes of gender in leadership based on four reasons which are given step by step. | Conclusion | The number of female leaders has...
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...Charge This paper will examine the leadership styles and qualities used by the Google Company and the management styles of Christophe Bisciglia as well as analyze situational leadership. This paper will also explore Google’s 20 percent time program and how effective it is. In reviewing this paper it will be determined what type of leadership style Google is using and the impact the style has on their organizational performance. Leadership Styles and Qualities of Google Management and Christophe Bisciglia The leadership style of Google management appears to be more participative leadership. The leadership style empowers and encourages employees to have innovative ideas and to implement those ideas. Google has a way recruiting the best employees and giving them the freedom to exercise their creativity. Baldwin, H. (2012). Bisciglia on the other hand uses more an autocratic style of leadership. Bisciglia had a large amount of students and he would use his entrepreneurial skills to get a team of volunteers together to work with college interns and develop the curriculum. Basciglia asked several colleagues to use their 20% time to help him teach the curriculum to the interns. This idea was so popular students couldn’t wait to sign up. Basciglia, know how to get the right people to help him get the job done, but it appears he maintained most of the authority as the lead teacher incorporating his ideas. More Effective Leadership In reviewing...
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...Money Talks … to Online Opinion Leaders What Motivates Opinion Leaders To Make Social-Network Referrals? MENGZE SHI Rotman School of Management, University of Toronto mshi@rotman.utoronto.ca ANDREA C. WOJNICKI Independent marketing consultant Andrea.Wojnicki@ gmail.com This study investigated the effectiveness of intrinsic versus extrinsic motivations for consumers’ online social-network referrals, specifically across “opinion leaders” and “non–opinion leaders.” The authors utilized a unique dataset that matched a survey with an online field experiment. The empirical results indicated “money talks”—that is, online referral rates were higher when extrinsic rewards were conferred. Notably, the effect of an extrinsic reward was significantly stronger among opinion leaders. In this paper, the authors highlight the significance of reputational concerns and referral motivations in this context. Opinion leaders may have developed a reputation of intrinsically motivated referrals across their social networks, shielding them from potential loss of social capital associated with extrinsic rewards. INTRODUCTION Given the commercially and academically documented impact of social networks in the marketplace, many marketers seek to harness the power of consumer referrals or word of mouth (WOM), whether it be online through social media (Kaiser, Kröckel, and Bodendorf, 2013) or offline. In the quest to inspire consumers to talk, some marketers offer rewards (i.e., discounts or gift certificates)...
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...Introduction Leadership is the process of influencing other to understand and agree about what needs to be done and how do it, and the process of facilitating individual and collective efforts to accomplish shared objectives (Yukl, 2006). Leadership is an interactive dialogue that draws employees toward being at ease with the language of special accountability and commitment. Leadership is not just for people at the pinnacle but everyone can learn to guide by discovering the authority that lies within each of us to make a difference and being prepared when the call of guide comes. Leadership is applicable to all aspects of life. This is a competency that one can gain knowledge of to expand perspectives, set the circumstance goal, understand the dynamics of human performance, and take the proposal to get the organization to where they want to be. Leadership is the universal idea of setting a innovative course or vision for a group that is followed by the leader. A leader’s effectiveness is the extent to which the leader’s organizational unit performs its task successfully and attains its goals (Yukl, 2006). It is also noted that a leaders efficiency is calculated in terms of the leader’s contribution to the value of the group processes, as perceived by the employee’s or outside observers. Developing a personal leadership style is not an easy quest. Anytime that one is trying to influence behavior is engaging in a leadership role. There are many ways to transform leadership; vision...
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...Personality Leadership and Learning Style Discovering what type of leader I am has required some self-assessment. I was able to glean a new perspective on my leadership abilities by taking a few surveys/tests to find out my personality, leadership, and learning style. I was surprised at the accuracy of the survey/test outcomes. One of the tests was the Myers-Briggs type indicator (MBTI); this test defined my personality type as an ENFJ (extraversion, intuition, feeling, judgment). I identify very much with the description of ENFJ. When taking the Self-Assessment Tests: The Grossman & Valiga Leadership Characteristics and Skills Assessment I was assessed as having good perception of a good leader, but only moderate perceived leadership ability. This was confirmed when I took the Davis Plus assessment my score of 44 “suggests I am using key leadership skills well—but I ask a co-worker or partner for his or her opinions, to be more certain. These assessments are impressively accurate in my opinion. I believe that knowledge is power. By understanding my personality type, leadership, and learning style, I have clearly gained some insight into my strengths and weaknesses. It opens opportunities for growth where I am weak and builds confidence in my strengths. Finding out that the MBTI test defined my personality type, as an ENFJ was very interesting. It is easy to digest such a lovely representation of my personality...
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