Factors of opinion leaders that influence opinion leadership in social network

Abstract

This study aims at exploring the role of opinion leaders affecting opinion leadership in social network. More specifically, opinion leaders and opinion leadership are studied in the context of commerce. Then the study selected a professional platform named “Wenjuanxing” for data collection questionnaire survey, the research result shows specialty, strength of ties between opinion leader and consumers and trust have significant influence on opinion leadership. More details of result analysis, implications and limitations are discussed on last section.