文章基本信息

标题：IDENTIFYING OPINION LEADERS USING SOCIAL NETWORK ANALYSIS, A STUDY IN AN EGYPTIAN VILLAGE
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作者：Mohamed Mohamed Mohamed Abdel-Ghany
期刊名称：Russian Journal of Agricultural and Socio-Economic Sciences
印刷版ISSN：2226-1184
电子版ISSN：2226-1184
出版年度：2012
卷号：4
期号：4
页码：12-19
出版社：Russian Journal of Agricultural and Socio-Economic Sciences
摘要：This research used four approaches to identify opinion leaders in two networks in an Egyptian Village. One approach was used for identifying single opinion leaders (network centrality measures), and three approaches were used to identify sets of key players (group centrality, network efficiency, KPP-Pos and KPP-Neg). Social network analysis software (UCINET 6) was used for individual and group centrality measures. The study used the key player software to identify sets of key players under KPP-Pos and KPP-Neg. The study identified different opinion leaders using the four different techniques. This research gives an opportunity for further work on a comprehensive approach to identify key players in social networks to overcome the problem of identifying different leaders by different techniques without an absolute answer for the question concerning which technique will capture the best leaders.
关键词：Opinion Leaders; Key Players; Network Analysis; Centrality; Network Efficiency; Egypt.