Online opinion leaders: a predictive guide for viral marketing campaigns
In 1999, collaborating with RoperASW, Burson-Marsteller conducted a survey among US online adults and did a segmentation analysis to identify online public opinion leaders (i.e. e-fluentials) who exert an extraordinary impact on online and offline content and commerce. The study results showed that e-fluentials compose 10% of the US online adult population, but they generate most of the buzz about brands, products and companies. On average, e-fluentials share an experience they had
with a company with 14 people. Their circles of influence expand as their peers pass along e-fluentials’messages.