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Identifying Opinion Leaders Using Social Network Analysis: A Study in an Egyptian Village

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Type: Journal Article
Author: Abdel-Ghany, Mohamed
Journal: Russian Journal of Agricultural and Socio-Economic Sciences
Volume: 4
Page(s): 12-19
Date: 2012
URI: http://hdl.handle.net/10535/7942
Sector: Agriculture
Region: Africa
Subject(s): networks
centralization
efficiency
Abstract: "This research used four approaches to identify opinion leaders in two networks in an Egyptian Village. One approach was used for identifying single opinion leaders (network centrality measures), and three approaches were used to identify sets of key players (group centrality, network efficiency, KPP-Pos and KPP-Neg). Social network analysis software (UCINET 6) was used for individual and group centrality measures. The study used the key player software to identify sets of key players under KPP-Pos and KPP-Neg. The study identified different opinion leaders using the four different techniques. This research gives an opportunity for further work on a comprehensive approach to identify key players in social networks to overcome the problem of identifying different leaders by different techniques without an absolute answer for the question concerning which technique will capture the best leaders."

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