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Identification d’un leader d’opinion : état des controverses

Author

Listed:
  • Eric Vernette

    (CRM - Centre de Recherche en Management - UT Capitole - Université Toulouse Capitole - UT - Université de Toulouse - IAE - Institut d'Administration des Entreprises - Toulouse - CNRS - Centre National de la Recherche Scientifique)

  • Jean-Philippe Galan

    (CRM - Centre de Recherche en Management - UT Capitole - Université Toulouse Capitole - UT - Université de Toulouse - IAE - Institut d'Administration des Entreprises - Toulouse - CNRS - Centre National de la Recherche Scientifique, UVHC - Université de Valenciennes et du Hainaut-Cambrésis, IAE de Valenciennes)

  • Laurent Bertrandias

    (CRM - Centre de Recherche en Management - UT Capitole - Université Toulouse Capitole - UT - Université de Toulouse - IAE - Institut d'Administration des Entreprises - Toulouse - CNRS - Centre National de la Recherche Scientifique)

  • Alexandra Vignolles

    (INSEEC - Institut des hautes études économiques et commerciales | School of Business and Economics)

Abstract

The analysis of the literature on opinion leaders led to two conclusions: first, there are a lot of measures to identify opinion leaders and on the other hand, a small number of studies shows that methods lead to different results. In other words, the status of "opinion leader" depends on the method chosen. This raises questions about the conceptual meaning of opinion leader. This article begins with the methods, and then we will present the main results of comparative studies.

Suggested Citation

  • Eric Vernette & Jean-Philippe Galan & Laurent Bertrandias & Alexandra Vignolles, 2012. "Identification d’un leader d’opinion : état des controverses," Post-Print hal-03243836, HAL.
    • Handle: RePEc:hal:journl:hal-03243836
    as

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