Metody badania i identyfikacji liderów opinii

• Autorzy: Krzysztof Sobieszek

Warianty tytułu

Methods of Opinion Leaders' Research and Identification

• Języki publikacji: PL

Abstrakty

Artykuł jest poświęcony metodom badania i identyfikacji liderów opinii, czyli jednostek, które w swoim otoczeniu społecznym wywierają wpływ na opinie i zachowania innych. Obserwowalny jest istotny wzrost skali wykorzystania w marketingu osób wpływowych w swoim najbliższym otoczeniu, związany m.in. z dynamicznym rozwojem mediów cyfrowych. Brakuje jednak kompleksowej analizy metod badania liderów opinii, opartej na literaturze rozwijanej od dziesięcioleci. Tworzone na potrzeby komunikacji cyfrowej narzędzia i metodologie często abstrahują od oryginalnych teorii związanych z funkcjonowaniem liderów opinii, operacjoanlizując zupełnie odmienne konstrukty. Dlatego artykuł koncentruje się na omówieniu podstawowych metod badania przywództwa opinii w kontekście ich podstawowych wad, zalet i możliwości praktycznego zastosowania. Dyskusja metod uwzględnia również możliwości ich zastosowania w środowisku cyfrowym. (abstrakt oryginalny)

EN

The paper is dedicated to methods of research and identification of opinion leaders who exert influence on opinions and behavior of others within close social group. Practical usage of influential people in marketing is increasing mostly due to digital media growth. There is a lack of comprehensive analysis of research methods related to opinion leaders based on literature developed for decades. Tools and methodologies created for digital communication often leave aside original theories connected to opinion leaders and operationalizes completely different constructs. Thus, this paper is focused on discussing different methods of opinion leadership research, their limitations, advantages and possibility to practical application, especially in digital environment. (original abstract)

Słowa kluczowe

PL

Lider opinii; Metody badawcze; Badania marketingowe

EN

Opinion leader; Research methods; Marketing research

• Czasopismo: Marketing i Rynek
• Rocznik: 2015
• Numer: nr 9
• Strony: 11--19

Twórcy

autor

Krzysztof Sobieszek

• Uniwersytet Warszawski

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