Abstract
Purpose of the article: Various forms of marketing communication are around for decades. But it is still more and more complicated to attract customers. One approach could be to target opinion leaders, win them, and let them communicate the marketing message instead of the company itself. This approach would require to identify opinion leaders. This paper investigates whether gender and personality traits can predict opinion leadership.
Methodology/methods: The paper can be perceived as a replication in a loose sense of the term, since it replicates only a part of a previously published model and it uses fewer items to measure relevant constructs. The Big Five Inventory is measured using a 10-question instrument as opposed to a 21-question one. Opinion leadership is measured using one question instead of nine; moreover, it is investigated separately as self-perceived in the eyes of others and in one's own opinion (two variables). Generalized linear models (GLM) and Pearson product-moment correlation coefficient are used to analyze data.
Scientific aim: The aim of the paper is to estimate impact of gender and personality traits on opinion leadership.
Findings: Extraversion is the personality trait closest related to opinion leadership regardless whether it is self-perceived in the eyes of others or in one's own opinion. Opinion leadership in one's own opinion can be predicted even using neuroticism, and conscientiousness. The three traits are consistent with previous findings. Unlike in previous research, openness to experience was not significant. Averages of two self-evaluations are the same, although the correlation is not 1.0, but Pearson product-moment correlation coefficient is 0.7. The difference in these two evaluations is significantly influenced by openness to experience.
Conclusions: From six investigated factors, extraversion has the highest influence on self-perceived opinion leadership. Since extraversion can be identified also through observation, the finding has also a practical implication.
Methodology/methods: The paper can be perceived as a replication in a loose sense of the term, since it replicates only a part of a previously published model and it uses fewer items to measure relevant constructs. The Big Five Inventory is measured using a 10-question instrument as opposed to a 21-question one. Opinion leadership is measured using one question instead of nine; moreover, it is investigated separately as self-perceived in the eyes of others and in one's own opinion (two variables). Generalized linear models (GLM) and Pearson product-moment correlation coefficient are used to analyze data.
Scientific aim: The aim of the paper is to estimate impact of gender and personality traits on opinion leadership.
Findings: Extraversion is the personality trait closest related to opinion leadership regardless whether it is self-perceived in the eyes of others or in one's own opinion. Opinion leadership in one's own opinion can be predicted even using neuroticism, and conscientiousness. The three traits are consistent with previous findings. Unlike in previous research, openness to experience was not significant. Averages of two self-evaluations are the same, although the correlation is not 1.0, but Pearson product-moment correlation coefficient is 0.7. The difference in these two evaluations is significantly influenced by openness to experience.
Conclusions: From six investigated factors, extraversion has the highest influence on self-perceived opinion leadership. Since extraversion can be identified also through observation, the finding has also a practical implication.
| Original language | English |
|---|---|
| Title of host publication | 21st International Scientific Conference : Smart and Efficient Economy: Preparation for the Future Innovative Economy. Proceeding of selected papers |
| Editors | Iveta Simberova, Frantisek Milichovsky, Ondrej Zizlavsky |
| Place of Publication | Brno |
| Publisher | University of Technology Brno |
| Publication date | 2016 |
| Pages | 229-236 |
| ISBN (Electronic) | 978-80-214-5413-2 |
| Publication status | Published - 2016 |
| Event | ICEM International Scientific Conference Economics and Management - Brno, Czech Republic Duration: 18 May 2016 → 19 May 2016 |
Conference
| Conference | ICEM International Scientific Conference Economics and Management |
|---|---|
| Country/Territory | Czech Republic |
| City | Brno |
| Period | 18/05/2016 → 19/05/2016 |
Keywords
- marketing research
- opinion leadership
- Big Five Inventory
- questionnaire survey
- quantitative research