Looking for online opinion leaders: Why companies must identify and take care of more active users of online opinion spaces

Abstract

In recent years, a new consumer better informed and with a greater power to influence his/her peers has emerged. Around three out of four consumers consult the opinions shared by other people in divers online spaces (websites, forums, blogs, social networks, etc.) before making purchase decisions. Who are the opinion generators? What kind of online spaces favor the generation of these contents the most? What are the products people share more frequently opinions about? Are more active users of these online spaces more active buyers? In this research we shall attempt to give answer to these and other questions.