Exploring online opinion leadership in the network paradigm: An analysis of influential users on Twitter shaping conversations around anthem protests by prominent athletes

Abstract

The current study seeks to extend the network paradigm in public relations research by exploring the role of online opinion leaders in Twitter conversations around anthem protests by prominent athletes. The aim of the study is twofold: (1) identify opinion leaders involved in Twitter conversations related to anthem protests by Colin Kaepernick and Megan Rapinoe, and (2) further understand how and why social media users participate in conversations online about controversial subjects. The study combines social network analysis with in-depth interviews to adopt a more holistic framework for studying online opinion leadership in the context of public relations research. Ultimately, results from this study extend the network paradigm in public relations by examining the role of individual users in the construction of the discursive landscape around issue networks. Additionally, findings suggest that online opinion leaders should be differentiated from social media influencers in public relations scholarship as they reflect the movement away from Homo Economicus toward Homo Dialogicus (Kent & Taylor, 2016) and their capacity to facilitate the formation of publics and counterpublics around particular issues.