Leaders that bind : the role of network position and network density in opinion leaders' responsiveness to social influence

Purpose: The purpose of this present study is to investigate how opinion leaders' responsiveness to social influence varies with network positions (i.e. degree centrality and brokerage) and network density in new product diffusion networks. Design/methodology/approach: This study collected data based on a sociometric network survey. Hierarchical moderated regression and hierarchical linear modeling analyses were used to test the moderating effects of degree centrality, brokerage and density on the relationship between opinion leadership and susceptibility to social influence. Findings: This study documents the significant moderating roles of network positions and network density in the relationship between individual influence (i.e. opinion leadership) and susceptibility to social influence. Interestingly, this study shows that the significant moderating effects of degree centrality and brokerage hold for opinion leaders' responsiveness to informational social influence, whereas that of network density holds for opinion leaders' responsiveness to normative social influence. Research limitations/implications: This research sheds light on the network structural characteristics under which opinion leaders would be differentially responsive to social influence (i.e. informational and normative influence) from others. Practical implications: This research provides marketing managers with insights into leveraging social influence by activating opinion leaders through existing network ties in new product diffusion networks. Originality/value: Although opinion leaders are generally less susceptible to social influence from others than nonleaders, this research finds that, under certain network conditions, opinion leaders would be equally responsive to social influence from their peers.