Opinion leaders and eWOM are becoming two of the most effective ways to launch a brand
on social media by creating viral marketing. However, how much influence does an opinion …

So-called “influencers” increasingly use their popularity on social media to raise their voice
to promote political topics such as climate change, human rights, or party politics. As digital …

Environmental influencers have gained immense popularity on social media, promoting a
sustainable lifestyle by interweaving environmental topics with their everyday content …

Social media influencers promote not only products and brands but also their opinions on
serious topics like party politics or climate change. These so-called digital opinion leaders …

This study examined the joint effect of message and personality attributes on online news
sharing. In two experiments (N= 270, N= 275), readers indicated their likelihood to share …

Social networking sites offer various opportunities to express opinions on politics and public
affairs and to disseminate information to a large circle of acquaintances. The present …

Considering both personal and social perspectives, self-identity and reciprocity were
analyzed to identify the underlying mechanisms used by opinion leaders to accumulate their …

The study analyzes which forms opinion leadership takes in contemporary media
environments where communication channels have increased and started to permeate …

Zusammenfassung Im Zuge der Digitalisierung finden große Teile der Meinungsbildung
heute in Netzwerken statt, in denen Angebote neuer Kommunikator: innen neben die …

Introduction Social networking sites (SNS) are increasingly used by consumers to read and
share political news. In this context, Instagram plays an important role due to its prevalence …