The influence of Key Opinion Leader’s attitudes toward Netizens’ on public opinion

Research Article
Open access

The influence of Key Opinion Leader’s attitudes toward Netizens’ on public opinion

Bingqing Shen 1* , Qin Wen 2 , Yiting Zhou 3
  • 1 Broadcasting and Anchor Majors, Nanjing Normal University, Nanjing,210000, China    
  • 2 School of Journalism and Communication, Huanggang Normal University, Wuhan,430000, China    
  • 3 Advertising, Hunan Institute of Science and Technology, Shanghai,200000, China    
  • *corresponding author 1533210852@xzyz.edu.cn
Published on 1 March 2023 | https://doi.org/10.54254/2753-7048/3/2022451
LNEP Vol.3
ISSN (Print): 2753-7056
ISSN (Online): 2753-7048
ISBN (Print): 978-1-915371-09-6
ISBN (Online): 978-1-915371-10-2

Abstract

With the rapid development of the Internet, opinion leaders play a very important role in the guidance of public opinion. Gender equality, epidemic prevention measures, and Environmentalism are all global public opinion topics that have attracted much attention in recent years. In the face of these hot topics, more and more opinion leaders speak enthusiastically and express their attitudes. This study uses Key Opinion Leadership theory and secondary communication theory to explore the impact of Key Opinion Leaders on the three public opinion topics of equal rights between men and women, epidemic prevention measures, and environmental issues. More and more ordinary people pay attention to these events, which are affected by the Key Opinion Leader's attitude and make a positive response. This study made a theoretical contribution that how to promote the harmony and stability of the network environment.

Keywords:

Environmentalism, Gender equality, Epidemic prevention measures, Key opinion leadership.

Shen,B.;Wen,Q.;Zhou,Y. (2023). The influence of Key Opinion Leader’s attitudes toward Netizens’ on public opinion. Lecture Notes in Education Psychology and Public Media,3,36-43.
Export citation

References

[1]. Yang Yong, Chen Yongmei, Yi Bin, Lu Jiaxin, & Zhang Jingrong. (2012). Research on the Application of Micro-blog in the Dissemination of Environmental Science and Technology -- A Case Study of Dong Liangjie environmental Science and Technology micro-blog of Sina Weibo. WanFang (Vol.7, pp.6).cnki; WanFang.

[2]. Huang wenmin. (2021). Methods and paths of microblog participation in social governance during COVID-19: A case study of CCTV News microblog. Construction of News culture (3), 2.

[3]. Wei Guoqiang. Research on the influence and responsibility of opinion leaders in the media era [J]. Publishing Wide Angle, 2021(17):82-84

[4]. Chen Qiuyan. Analysis of the function of "opinion leader" from the media [J]. Journal of News Research Guide, 2021(15):161-163

[5]. Guo Qingguang Communication course [M] Beijing: Renmin University of China Press, 1999

[6]. Wang Xu, Ma Zhaowen Analysis and cultivation of "opinion leaders" of public opinion in Colleges and Universities under the network environment [J] Chinese Journal of multimedia and network teaching (last ten days), 2022, (01): 189-192

[7]. Wan Qiulin Construction of significance and characteristics of "new opinion leader" [J] New media research, 2020,6 (11): 15-17

[8]. Wang Li The communication role of opinion leaders in virtual communities [J] Press, 2006 (3): 50-51

[9]. Wang Xiuli Research on the influence mechanism of "community leaders" on "social inquiry and answer" [J International Press, 2014 (9): 47-57

[10]. Song Hao Analysis on the characteristics of "opinion leaders" in the microblog era [J] Today media, 2010 (11): 96-97

[11]. Dreams are not Research on the influence of opinion leaders on purchase intention in the socialized business environment [D] Nanjing: Nanjing University, 2012

[12]. Luis V. Casaló,Carlos Flavián,Sergio Ibáñez-Sánchez. Influencers on Instagram: Antecedents and consequences of opinion leadership[J]. Journal of Business Research,2020(117):510-519

[13]. Yang dayong, Wang Zujue, & Cheng Xulan. (2001). A Preliminary study on secondary communication theory. Journal of Henan Vocational and Technical Teachers College.

[14]. Han Yanan (2012). Analysis of the spiral theory of secondary communication and silence in the use of microblog News communication (10), 22-23 DOI:CNKI:SUN: YWCB. 0.2012-10-011.

[15]. Yang Dayong, Wang Zujue, Cheng Xulan (2001). On the theory of secondary communication Journal of Henan Vocational and Technical Teachers College (02), 52-54 + 58 DOI:CNKI:SUN: HZXB. 0.2001-02-016.

[16]. Wang Fan (2020). The theory of "two-level communication" and the choice of news media in mobile media -- Take the official WeChat public's official account of Xiamen radio and TV as an example. News front (19), 115-118 DOI:CNKI:SUN: XWZX. 0.2020-19-035.

[17]. Rogers, E. M., & Cartano, D. G. (1962). Methods of measuring opinion leadership. Public Opinion Quarterly, 26(3), 435.

[18]. Katz E, Lazarsfeld P F. Personal Influence: The Part Played by People in the Flow of Mass Communications. Piscataway: Transaction Publishers,2006.

[19]. Engel, J. F., Blackwell, R. D., & Miniard, P. W. (1990). Consumer behavior (6 th ed.). Chicago, US: Dryden Press.

[20]. Goldsmith, R. E., and Flynn, L. (1994) ‘Opinion leadership for vacation travel services’, Advances in Business Studies,4(7–8), 17–29.

[21]. King, C. W., and Summers, J. O. (1970) ‘Overlap of opinion leadership across consumer product categories, Journal of Marketing Research, 7(1), 43–50.

[22]. Mowen, J. C., Park, S., & Zablah, A. (2007). Toward a theory of motivation and personality with application to word-of-mouth communications. Journal of Business Research, 60(6), 590–596.

[23]. Wang Lan, feminist communication in the new media environment [J]Western radio and television, 2017 (1): 11-12.

[24]. Gu Mingjie, a discussion on the spread of feminism in the new media environment -- Taking Sina Weibo as an example [J]Communication world, 2016 (5): 261-262.

[25]. Liu Jingyi, from the rise of the issue of women's rights to see the media platform of public opinion communication [J]Western radio and television, 2015 (14): 35.

[26]. Xia Yuhua, research on public opinion transmission motivation and risk prevention of public health emergencies in microblog [D]Hebei: School of Journalism and communication, Hebei University, 2021.

[27]. Fan Yaxiao, research on the transmission paradigm of network rumor refutation of public health emergencies -- a case study of new coronavirus pneumonia [D]Shanxi: School of journalism, Shanxi University, 2021.

[28]. Yang Liu, opinion leader's construction of environmental risk issues -- Based on Chai Jing's haze investigation under the dome [D]Shaanxi: School of Journalism and communication, Shaanxi Normal University, 2016.

[29]. Huang Fei, research on network public opinion communication in environmental protection group events -- Taking Shifang, Zhenhai and initiating environmental group events as examples [D]Hubei: School of Journalism and communication, central China Normal University, 2014.

[30]. Rao Shan, Zeng Ming, new opinion leaders and their role in guiding public opinion under the epidemic situation of new crown pneumonia [J]New media public communication, 2021 (2): 61-69.

[31]. Mayi, the impact of microblog opinion leaders on public opinion [J]Media Forum, 2022 (3): 23-26.

Cite this article

Shen,B.;Wen,Q.;Zhou,Y. (2023). The influence of Key Opinion Leader’s attitudes toward Netizens’ on public opinion. Lecture Notes in Education Psychology and Public Media,3,36-43.

Data availability

The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.

Disclaimer/Publisher's Note

The statements, opinions and data contained in all publications are solely those of the individual author(s) and contributor(s) and not of EWA Publishing and/or the editor(s). EWA Publishing and/or the editor(s) disclaim responsibility for any injury to people or property resulting from any ideas, methods, instructions or products referred to in the content.

About volume

Volume title: Proceedings of the 3rd International Conference on Educational Innovation and Philosophical Inquiries (ICEIPI 2022), Part II

ISBN：978-1-915371-09-6(Print) / 978-1-915371-10-2(Online)
Editor：Abdullah Laghari, Nasir Mahmood
Conference website: https://www.iceipi.org/
Conference date: 4 August 2022
Series: Lecture Notes in Education Psychology and Public Media
Volume number: Vol.3
ISSN：2753-7048(Print) / 2753-7056(Online)

© 2024 by the author(s). Licensee EWA Publishing, Oxford, UK. This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license. Authors who publish this series agree to the following terms:
1. Authors retain copyright and grant the series right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this series.
2. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the series's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this series.
3. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See Open access policy for details).

References

[1]. Yang Yong, Chen Yongmei, Yi Bin, Lu Jiaxin, & Zhang Jingrong. (2012). Research on the Application of Micro-blog in the Dissemination of Environmental Science and Technology -- A Case Study of Dong Liangjie environmental Science and Technology micro-blog of Sina Weibo. WanFang (Vol.7, pp.6).cnki; WanFang.

[2]. Huang wenmin. (2021). Methods and paths of microblog participation in social governance during COVID-19: A case study of CCTV News microblog. Construction of News culture (3), 2.

[3]. Wei Guoqiang. Research on the influence and responsibility of opinion leaders in the media era [J]. Publishing Wide Angle, 2021(17):82-84

[4]. Chen Qiuyan. Analysis of the function of "opinion leader" from the media [J]. Journal of News Research Guide, 2021(15):161-163

[5]. Guo Qingguang Communication course [M] Beijing: Renmin University of China Press, 1999

[6]. Wang Xu, Ma Zhaowen Analysis and cultivation of "opinion leaders" of public opinion in Colleges and Universities under the network environment [J] Chinese Journal of multimedia and network teaching (last ten days), 2022, (01): 189-192

[7]. Wan Qiulin Construction of significance and characteristics of "new opinion leader" [J] New media research, 2020,6 (11): 15-17

[8]. Wang Li The communication role of opinion leaders in virtual communities [J] Press, 2006 (3): 50-51

[9]. Wang Xiuli Research on the influence mechanism of "community leaders" on "social inquiry and answer" [J International Press, 2014 (9): 47-57

[10]. Song Hao Analysis on the characteristics of "opinion leaders" in the microblog era [J] Today media, 2010 (11): 96-97

[11]. Dreams are not Research on the influence of opinion leaders on purchase intention in the socialized business environment [D] Nanjing: Nanjing University, 2012

[12]. Luis V. Casaló,Carlos Flavián,Sergio Ibáñez-Sánchez. Influencers on Instagram: Antecedents and consequences of opinion leadership[J]. Journal of Business Research,2020(117):510-519

[13]. Yang dayong, Wang Zujue, & Cheng Xulan. (2001). A Preliminary study on secondary communication theory. Journal of Henan Vocational and Technical Teachers College.

[14]. Han Yanan (2012). Analysis of the spiral theory of secondary communication and silence in the use of microblog News communication (10), 22-23 DOI:CNKI:SUN: YWCB. 0.2012-10-011.

[15]. Yang Dayong, Wang Zujue, Cheng Xulan (2001). On the theory of secondary communication Journal of Henan Vocational and Technical Teachers College (02), 52-54 + 58 DOI:CNKI:SUN: HZXB. 0.2001-02-016.

[16]. Wang Fan (2020). The theory of "two-level communication" and the choice of news media in mobile media -- Take the official WeChat public's official account of Xiamen radio and TV as an example. News front (19), 115-118 DOI:CNKI:SUN: XWZX. 0.2020-19-035.

[17]. Rogers, E. M., & Cartano, D. G. (1962). Methods of measuring opinion leadership. Public Opinion Quarterly, 26(3), 435.

[18]. Katz E, Lazarsfeld P F. Personal Influence: The Part Played by People in the Flow of Mass Communications. Piscataway: Transaction Publishers,2006.

[19]. Engel, J. F., Blackwell, R. D., & Miniard, P. W. (1990). Consumer behavior (6 th ed.). Chicago, US: Dryden Press.

[20]. Goldsmith, R. E., and Flynn, L. (1994) ‘Opinion leadership for vacation travel services’, Advances in Business Studies,4(7–8), 17–29.

[21]. King, C. W., and Summers, J. O. (1970) ‘Overlap of opinion leadership across consumer product categories, Journal of Marketing Research, 7(1), 43–50.

[22]. Mowen, J. C., Park, S., & Zablah, A. (2007). Toward a theory of motivation and personality with application to word-of-mouth communications. Journal of Business Research, 60(6), 590–596.

[23]. Wang Lan, feminist communication in the new media environment [J]Western radio and television, 2017 (1): 11-12.

[24]. Gu Mingjie, a discussion on the spread of feminism in the new media environment -- Taking Sina Weibo as an example [J]Communication world, 2016 (5): 261-262.

[25]. Liu Jingyi, from the rise of the issue of women's rights to see the media platform of public opinion communication [J]Western radio and television, 2015 (14): 35.

[26]. Xia Yuhua, research on public opinion transmission motivation and risk prevention of public health emergencies in microblog [D]Hebei: School of Journalism and communication, Hebei University, 2021.

[27]. Fan Yaxiao, research on the transmission paradigm of network rumor refutation of public health emergencies -- a case study of new coronavirus pneumonia [D]Shanxi: School of journalism, Shanxi University, 2021.

[28]. Yang Liu, opinion leader's construction of environmental risk issues -- Based on Chai Jing's haze investigation under the dome [D]Shaanxi: School of Journalism and communication, Shaanxi Normal University, 2016.

[29]. Huang Fei, research on network public opinion communication in environmental protection group events -- Taking Shifang, Zhenhai and initiating environmental group events as examples [D]Hubei: School of Journalism and communication, central China Normal University, 2014.

[30]. Rao Shan, Zeng Ming, new opinion leaders and their role in guiding public opinion under the epidemic situation of new crown pneumonia [J]New media public communication, 2021 (2): 61-69.

[31]. Mayi, the impact of microblog opinion leaders on public opinion [J]Media Forum, 2022 (3): 23-26.

For authors
Guide for authors Policies for authors Aims and scope Subscription Open access policy
For editors
Policies for editors Editorial board
For reviewers
Policies for reviewers Privacy policy

Cookies are used by this site.
Copyright © 2024 EWA Publishing, its licensors, and contributors. All rights reserved, including text and data mining, AI training, and similar technologies.