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The social media garden: The evolution of the relationship between followers and opinion leader on social media
Linnaeus University, School of Business and Economics, Department of Organisation and Entrepreneurship.
2017 (English)Independent thesis Advanced level (degree of Master (One Year)), 15 credits / 22,5 HE creditsStudent thesis
Abstract [en]

Social media have become more and more present in the daily life. At the same time, online communities were created about all kinds of topics and the number of opinion leaders increased. With time, those leaders attract followers, starting from nothing to millions of them. Through this thesis, I studied the evolution of the relationship between followers and opinion leaders on social media. This study aims to contribute to the understanding of followers-opinion leaders relationship and simultaneously fill gaps within the leadership field.In order to study this relationship, several methods of data gathering has been used. Both sides has been interviewed, the followers via qualitative questionnaires and face-to-face interviews and the opinion leader only via qualitative questionnaire. Additional data has been collected on the social media platforms used by the interviewed opinion leaders.To conclude my thesis, I described the evolution with the garden metaphor. It highlighted the different phases which opinion leaders and followers are going through.

Place, publisher, year, edition, pages
2017. , 100 p.
Keyword [en]
Opinion leader, Opinion leadership, Followers, Followership, Relationship, Social Media
National Category
Business Administration
Identifiers
URN: urn:nbn:se:lnu:diva-64536OAI: oai:DiVA.org:lnu-64536DiVA: diva2:1103953
Subject / course
Business Administration - Other
Educational program
Leadership and Management in International Context, Master Programme, 60 credits
Supervisors
Examiners
Available from: 2017-06-09 Created: 2017-05-31 Last updated: 2017-06-09Bibliographically approved

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fulltext(3619 kB)53 downloads
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CiteExportLink to record
Permanent link

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Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf