Zur Persönlichkeitsstruktur von Multiplikatoren im On- und Offline-Bereich: Steigt deren Zahl durch die Online-Kommunikation?

As a key factor, word of mouth plays an important role in the diffusion of a product in the market. Therefore, big efforts are undertaken to identify opinion leaders and embed them in the value-added- and communication-process. Various studies confirm the relevant role of the opinion leader in terms of interpersonal communication. The importance of these multipliers got even more intensified through the wide range of services in the internet. Field reports or product evaluations achieve an intensely enhanced recipient circle through opinion platforms and discussion bulletin boards. However, the diffusion of information through the internet is not determinated through the typical attributes of a classical opinion leader. So it is possible to adopt an online multiplier role without acting the same way in an offline environment. Therefore, the present study deals with the differentiation between the online multiplier and the classical opinion leader on the basis of their personality structure. The results confirm the role of the internet as a platform that enables people with a strong personality as well as people with a weak personality to act as a multiplier.