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--- opinion_leader [2015/05/18 09:11] – created hkimscil
+++ opinion_leader [2015/05/18 09:19] – hkimscil
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 ====== Opinion Leader ======
 혹은 개혁주도자. \\
-[[:book:diffusion_of_innovations#일반화|확산에서의 사적인 네트워크(Interpersonal Network)와 개혁주도자(Opinion Leader)의 일반적인 성격]]
+__[[:book:diffusion_of_innovations#일반화|확산에서의 사적인 네트워크(Interpersonal Network)와 개혁주도자(Opinion Leader)의 일반적인 성격]]__ \\
+  - Generalization 8-1: Interpersonal diffusion networks are mostly homophilous.
+  - Generalization 8-2: When interpersonal diffusion networks are heterophilous, followers seek opinion leaders of higher socioeconomic status.
+  - Generalization 8-3: When interpersonal diffusion networks are heterophilous, followers seek opinion leaders with more education.
+  - Generalization 8-4: When interpersonal diffusion networks are heterophilous, followers seek opinion leaders with greater mass media exposure.
+  - Generalization 8-5: When interpersonal diffusion networks are heterophilous, followers seek opinion leaders who are more cosmopolite.
+  - Generalization 8-6: When interpersonal diffusion networks are heterophilous, followers seek opinion leaders with greater change agent contact.
+  - Generalization 8-7: When interpersonal diffusion networks are heterophilous, followers seek opinion leaders who are more innovative.
+  - Generalization 8-8: Opinion leaders have greater exposure to mass media than their followers.
+  - Generalization 8-9: Opinion leaders are more cosmopolite than their followers.
+  - Generalization 8-10: Opinion leaders have greater change agent contact than their followers (Figure 8-2).
+  - Generalization 8-11: Opinion leaders have greater social participation than their followers.
+  - Generalization 8-12: Opinion leaders have higher socioeconomic status than their followers.
+  - Generalization 8-13: Opinion leaders are more innovative than their followers (Figure 8-2).
+  - Generalization 8-14: When a social system's norms favor change, opinion leaders are more innovative, but when the norms do not favor change, opinion leaders are not especially innovative.
+  - Generalization 8-15 states that: The interconnectedness of an individual in a social system is positively related to the individual's innovativeness.
+  - Generalization 8-16: The information-exchange potential of communication network links is negatively related to their degree of(1) communication proximity and (2) homophily. *
+  - Generalization 8-17 states: Individuals tend to be linked to others who are close to them in physical distance and who are relatively homophilous in social characteristics. *
+====== New Media and Diffusion ======
+__Q. 뉴미디어 환경에서의 OL는 누구인가?__ \\
+__Q. 뉴미디어 환경에서의 정치에 대한 OL는 누구인가?__ \\
+__Q. 뉴미디어 환경에서의 상품구입과 같은 결정(decision making)에서의 OL은 누구인가?__ \\
+  * Social Media Marketing과 관련
+  * 허니버터칩을 알리기 시작한 부류는 누구인가?
+  * 상품을 구입할 때 누구에게 의견을 구하는가?
+    * 관여도가 낮은 상품
+    * 관여도가 높은 상품: 높은 상품일 경우, 의견을 구하는 사람의 특징은 무엇인가? 개인적인 사회적 관계망에서 어떤 위치에 있는 사람들인가?
+더 나아가서, \\
+__Q. 뉴미디어 환경에서 Agenda Setting 역할을 하는 주체는 누구인가?__ \\