Never-Ending Stories: Opinion Leadership and Antenarratives in an Online Investment Community

Andrew Smith, York University, Canada
Drawing on blog posts from 26 “opinion leaders” in an online investment community, this research discusses how online influencers create and facilitate antenarratives and the ways in which they exert influence. It also illustrates how opinion leaders, beyond shaping product decisions, also influence consumers to participate in collective storytelling.
[ to cite ]:
Andrew Smith (2012) ,"Never-Ending Stories: Opinion Leadership and Antenarratives in an Online Investment Community", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 81-84.