• Like


Flash Player 9 (or above) is needed to view presentations.
We have detected that you do not have it on your computer. To install it, go here.

Characteristics of Opinion Leaders in Second Life

Uploaded on

Association of Internet Researchers 2007

Association of Internet Researchers 2007

More in: Business , Technology
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
  • Hi, Aleks. This is Han. I asked some social network questions after your presentation at the AoIR. Thanks for sharing your slide with others. I used it for my class. If you have a paper, pls send me. You could take a look at my research at http://www.hanpark.net<br /><br/>
    Are you sure you want to
    Your message goes here
No Downloads


Total Views
On Slideshare
From Embeds
Number of Embeds



Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

    No notes for slide


  • 1. Characteristics of opinion leaders in Second Life Aleks Krotoski University of Surrey
  • 2. Background ψ Social searching Virtual community Cyber- Tagging celebrity Blogging Social Marketing
  • 3. Questions • How does interpersonal diffusion work in a social virtual world? – What are the characteristics of the network? – What are the characteristics of opinion leaders in this virtual world?
  • 4. How? • Social network analysis: mapping the connections between people in a social environment – Rogers’ communication network analysis • Focus on closeness, normative behaviours, opinion leadership • Asking personal questions: – Who are your friends? – What do you think about them?
  • 5. Ne tw o rk N = 6767 No t huge ly de nse : the re are still co mpo ne nts N = 750 o f the ne tw o rk w hich are unco nne cte d to o ne ano the r Ave rage be tw e e n re achable frie nds = 5.81 Lo nge st distance be tw e e n tw o pe o ple in the ne tw o rk = 16 Ave rage numbe r o f frie nds = 7
  • 6. A note on the results on next few slides Partial network: ego-centric data collection In-degrees: Who’s the Most “Popular”?
  • 7. What’s it look like?
  • 8. Opinion Leader demographics • Older (both in real life and in- world) – Above average age of 33.7 years – All but one is has been resident for more than one year • Spend more time than average per week (> 9 hours) • 58% female • Little gender-bending activity • 83% from the USA* • As sexually active • Less likely to have experienced a breach of personal privacy • As likely to have been a scam
  • 9. Psychological Relationships • (Multi-level modelling) • Positive relationship between opinion leadership/popularity and: – Perceived trustworthiness – Perceived credibility – Perceived prototypicality – Recipient of social comparison
  • 10. Summary • The people who have the most social impact in the virtual world (using opinion leader models) are remarkably homogenous • One national culture dominates • There’s a surprisingly small and interconnected cohort of people who dominate diffusion in the virtual world (Feted Inner Core?)
  • 11. Future work • Partial network analysis means that in-degrees emphasise “popularity” rather than actual opinion leadership • Dissecting the relationships between psychological characteristics and network characteristics • Whole network: follow the diffusion of voice through the networks of the virtual world – If one is meant to be more self-aware while online (Spears et al), what role do friends/groups play in the adoption of innovations in this space? – What does social psychology contribute to the diffusion of innovations within a social network?
  • 12. Thank you A.Krotoski@surrey.ac.uk www.toastkid.com Social Simulation Research Lab (Hyperborea)