Variations in power of opinion leaders in online communication networks.

Abstract

Online social media has completely transformed how we communicate with each other. While online discussion platforms are available in the form of applications and websites, an emergent outcome of this transformation is the phenomenon of ‘opinion leaders’. A number of previous studies have been presented to identify opinion leaders in online discussion networks. In particular, Feng (2016 Comput. Hum. Behav. 54, 43–53. (doi:10.1016/j.chb.2015.07.052)) has identified five different types of central users besides outlining their communication patterns in an online communication network. However, the presented work focuses on a limited time span. The question remains as to whether similar communication patterns exist that will stand the test of time over longer periods. Here, we present a critical analysis of the Feng framework both for short-term as well as for longer periods. Additionally, for validation, we take another case study presented by Udanor et al. (2016 Program 50, 481–507. (doi:10.1108/PROG-02-2016-0011)) to further understand these dynamics. Results indicate that not all Feng-based central users may be identifiable in the longer term. Conversation starter and influencers were noted as opinion leaders in the network. These users play an important role as information sources in long-term discussions. Whereas network builder and active engager help in connecting otherwise sparse communities. Furthermore, we discuss the changing positions of opinion leaders and their power to keep isolates interested in an online discussion network.