Moderating Role of Member Identification on the Relationship Between Network Centrality and Opinion Leadership / Satisfaction

Seung Hwan Lee, University of Western Ontario, Canada
June Cotte, University of Western Ontario, Canada
This research examines the friendship network (n=64) of an ethnic social club. Using multiple regression quadratic assignment procedure (QAP), we find moderating effects of member identification on the relationship between network centrality and opinion leadership, as well as, the relationship between network centrality and club satisfaction. More specifically, we find that the relationship between centrality and opinion leadership / satisfaction to be positive for those with high member identification, but not for those with low member identification.
[ to cite ]:
Seung Hwan Lee and June Cotte (2009) ,"Moderating Role of Member Identification on the Relationship Between Network Centrality and Opinion Leadership / Satisfaction", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 983-984.