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Beyond Klout: A Qualitative Exploration of Influence, Online or Offline

Williams, Sean David
http://orcid.org/0000-0001-8300-889X
http://rave.ohiolink.edu/etdc/view?acc_num=kent1428922753

Abstract Details

2015, MA, Kent State University, College of Communication and Information / School of Media and Journalism.
This exploratory qualitative study supports the applicability of Latane's Social Impact Theory to the measurement of influence, particularly online. Depth interviews and ethnography produced a lexicon of influence attributes that fit into Latane's hierarchy of Strength, Immediacy and Number of sources. The research shows that strength factors dominate in impact on influence, namely importance (mainly who the influencer is) and salience (what characteristics the influencer possesses,) with closeness in space/time also a contributory attribute. The data also indicate that the way the communication industry has been measuring influence, by social media activity, a la Klout, is not as important as evaluating the propensity to be influenced as well as the characteristics of the influencer. A robust review of relevant literature grounds the research, and specific recommendations for measuring influence in a holistic manner are included.
William Sledzik, MA (Advisor)
Michele Ewing, MA (Committee Member)
Stefanie Moore, MA (Committee Member)
84 p.
Communication; Journalism; Marketing; Mass Communications
Influence; online influence; influence online; public relations; corporate communications; corporate communication; influencer marketing; public relations measurement; PR measurement; PR; marketing; social impact theory; Bibb Latane; marketing

Recommended Citations

Citations

  • Williams, S. D. (2015). Beyond Klout: A Qualitative Exploration of Influence, Online or Offline [Master's thesis, Kent State University]. OhioLINK Electronic Theses and Dissertations Center. http://rave.ohiolink.edu/etdc/view?acc_num=kent1428922753

    APA Style (7th edition)

  • Williams, Sean. Beyond Klout: A Qualitative Exploration of Influence, Online or Offline . 2015. Kent State University, Master's thesis. OhioLINK Electronic Theses and Dissertations Center, http://rave.ohiolink.edu/etdc/view?acc_num=kent1428922753.

    MLA Style (8th edition)

  • Williams, Sean. "Beyond Klout: A Qualitative Exploration of Influence, Online or Offline ." Master's thesis, Kent State University, 2015. http://rave.ohiolink.edu/etdc/view?acc_num=kent1428922753

    Chicago Manual of Style (17th edition)

kent1428922753
846
© 2015, all rights reserved.
This open access ETD is published by Kent State University and OhioLINK.