This chapter provides background on the calculation, interpretation, and uses of various measures designed to determine which nodes occupy the center of a network. The chapter focuses on the three most common centrality measures developed by Freeman (1979): degree, closeness, and betweenness. Other centrality measures are also listed. The distinction between centrality and centralization is made and extent of correlation among centrality measures reported. The chapter reviewed how each of these centrality measures might function in the diffusion of innovations and behavior change and discussed the roles of opinion leaders in the behavior change process.
Oxford Scholarship Online requires a subscription or purchase to access the full text of books within the service. Public users can however freely search the site and view the abstracts and keywords for each book and chapter.
If you think you should have access to this title, please contact your librarian.