Led it on Reddit: An exploratory study examining opinion leadership on Reddit

Danielle K. Kilgo, Joseph Jai Sung Yoo, Vinicio Sinta, Stephanie Geise, Melissa Suran, Thomas J. Johnson

Research output: Contribution to journalArticlepeer-review

6 Scopus citations

Abstract

Is it possible to identify opinion leaders in a semi-anonymous online network? To answer this question, this study examines the social news site Reddit to determine whether opinion leadership can be recognized in an online network that, at face value, does not allow users to associate with their off-line personas. Identifiable characteristics, such as commenting, longevity, karma scores, posting frequency, and posting scores were analyzed. Results indicate that semi-anonymous opinion leadership may exist, as several users appear frequently as top-voted posters and commenters. In addition, Reddit's reputational value karma may help users and researchers identify opinion leaders.

Original languageEnglish (US)
Article number6429
JournalFirst Monday
Volume21
Issue number9
DOIs
StatePublished - 2016
Externally publishedYes

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