قيادة الرأي العام : طرق القياس و الأدوار الجديدة في مواقع الشبكات الاجتماعية

Abstract EN

Identification of offline and online opinion leaders within mass media environments and social media (social networking websites, blogging, video sharing…) became a major issue in recent years for political and marketing managers who would like to enroll opinion leaders in their political and marketing campaigns.

This paper investigates what’s mean the opinion leadership and how identify those leaders in different spaces, how opinion leaders differ from general public also this paper try to analyzes which forms opinion leadership takes in traditional and new media environments.

This paper demonstrates that opinion leadership still exists in contemporary media environments, there is three important ways to identifying the opinion leaders such as Socio-metric, Self-designating, Key informants.

the results shows perceived influence and important roles of opinion leaders about politics and social and marketing issues.