Publication: Mediatized opinion leaders: New patterns of opinion leadership in new media environments?
Mediatized opinion leaders: New patterns of opinion leadership in new media environments?
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Schäfer, M. S., & Taddicken, M. (2015). Mediatized opinion leaders: New patterns of opinion leadership in new media environments? International Journal of Communication, 9, 960–981. http://ijoc.org/index.php/ijoc/article/view/2778/1351
Abstract
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Abstract
The study analyzes which forms opinion leadership takes in contemporary media environments where communication channels have increased and started to permeate interpersonal interaction. Some scholars assume that opinion leadership becomes more important under these conditions, as more media are available to enact it, and that more orientation is needed. Others argue that opinion leadership loses its importance as online media target audiences directly without interaction from opinion leaders. This study demonstrates that opinion leade
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- Taddicken, Monika
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Schäfer, M. S., & Taddicken, M. (2015). Mediatized opinion leaders: New patterns of opinion leadership in new media environments? International Journal of Communication, 9, 960–981. http://ijoc.org/index.php/ijoc/article/view/2778/1351
