Understanding Opinion Leaders in Social Media: An Exploratory Case Study on a Local Apparel Business Facebook Fan-page

Abstract

<p>A new age of marketing emerges as a large population grows in the usage of social media. Facebook as a dominating social networking media can be leveraged to reach large fan bases, which may in turn increase customer base. Facebook page fans create User Generated Content (UGC) while interacting with others. UGC is documented communication or interactivity between users that can be considered electronic word of mouth. Word of Mouth (WOM) affects consumer s’ attitudes, emotions and purchase intention (White, 2010).</p>