102:, found opinion leaders to have more influence on people's opinions, actions, and behaviors than the media. Opinion leaders are seen to have more influence than the media for a number of reasons. Opinion leaders are seen as trustworthy and non-purposive. People do not feel they are being tricked into thinking a certain way about something if they get information from someone they know. However, the media can be seen as forcing a concept on the public and therefore will be less influential. While the media can act as a reinforcing agent, opinion leaders have a more changing or determining role in an individual's opinion or action.
153:. Public individualism is the idea that an individual will act different from others because they are different. Kenny K. Chan and Shekhar Misra found opinion leaders possess this trait. “The individuation process and this personal-influence process both involve a reciprocal interchange which involve a willingness to stand out in a group situation." An opinion leader’s willingness to stand out is what sets them apart from their followers. In the jargon of
90:) and ask others for advice. In contrast, polymorphic opinion leaders are able to influence others in a broad range of domains. Variants of polymorphic opinion leadership include market mavenism, personality strength and generalized opinion leadership. So far, there is little consensus as to the degree these concepts operationalize the same or simply related constructs.
185:
used the concept of opinion leaders. Gore found opinion leaders by recruiting individuals who were educated on environmental issues and saw themselves as influential in their community and amongst their friends and family. From there, he trained the opinion leaders on the information he wanted them
81:
Merton distinguishes two types of opinion leadership: monomorphic and polymorphic. Typically, opinion leadership is viewed as a monomorphic, domain-specific measure of individual differences, that is, a person that is an opinion leader in one field may be a follower in another field. An example of a
168:
In relation to their followers, opinion leaders maintain a particular degree of separation in terms of socio-economic status. According to
Gershon Feder and Sara Savastano, it is not effective for leaders to be a part of the same socio-economic status as followers. “opinion leaders who are superior
72:
According to Yufu
Kuwashima, an opinion leader’s power and influence come from the network their followers create. Dedicated supporters reinforce the leader’s messaging to other media consumers, strengthening their influence. If one were to remove the opinion leader there would still be a network
192:
describes the use of opinion leaders as intermediaries between scientists and the public as a way to reach the public via trained individuals who are more closely engaged with their communities, such as "teachers, business leaders, attorneys, policymakers, neighborhood leaders, students, and media
148:
than others and are especially educated on a certain issue. Opinion leaders that utilize social media are more likely to be introverted. Introverts don't receive as much interpersonal interaction offline. They can compensate by creating a controllable network of followers to interact with and gain
68:
does not directly flow to the target audiences, but through a mediation process, in which influential people digest the information and spread it to the public. Opinion leaders have certain characteristics that make them influential in the decision-making process and the behavior of the public.
86:, might be a neighborhood computer service technician. The technician has access to far more information on this topic than the average consumer and has the requisite background to understand the information, though the same person might be a follower at another field (for example
73:
of connected users that could share ideas with one another. An opinion leader has constructed this network, but the ability to influence others lies in the network itself. In order to effectively influence the opinion of followers, they must find the leader to be above them.
105:
This does not mean that opinion leaders can be always easily used by external agents to promote what they want to promote. Influential individuals might not be willing to change their behavior and may even lose their opinion leader status, if they do.
186:
to spread and enabled them to influence their communities. By using opinion leaders, Gore was able to educate and influence many
Americans to take notice of climate change and change their actions.
33:
is leadership by an active media user who interprets the meaning of media messages or content for lower-end media users. Typically opinion leaders are held in high esteem by those who accept their
169:
to followers, but not excessively so, are more effective in transmitting knowledge.” Meanwhile the leader must be close enough in standing to relate to the followers they want to influence.
549:
Gnambs, T.; Batinic, B. (2011). "Convergent and discriminant validity of opinion leadership: Multitrait-multimethod analysis across measurement occasion and informant type".
1145:
Simulates the development of opinion-leadership in communities of nurses, e.g. with regard to adaptation of new healthcare technologies. Based on normative models such as
858:
1287:
295:
522:
Gnambs, T.; Batinic, B. (2011). "Evaluation of measurement precision with Rasch-type models: The case of the short
Generalized Opinion leadership Scale".
64:
Opinion leaders play an important role in information flow, because we tend to seek advice from others in the social environment. Information from the
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360:
279:
198:
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Through knowledge sharing, opinion leaders may help others do jobs better, facilitate personal development and improve personal recognition.
822:
Matous, P.; Wang, P. (2019). "External exposure, boundary-spanning, and opinion leadership in remote communities: A network experiment".
641:"Forget opinion leaders: the role of social network brokers in the adoption of innovative farming practices in North-western Cambodia"
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recognition from in a social context. Opinion leaders seek the acceptance of others and are especially motivated to enhance their
193:
professionals." Examples of initiatives that take this approach include
Science & Engineering Ambassadors, sponsored by the
1312:
425:
Flynn, L. R.; Goldsmith, R. E.; Eastman, J. K. (1996). "Opinion leadership and opinion seekers: Two new measurement scales".
296:
https://www.researchgate.net/publication/353546913_Construction_safety_knowledge_sharing_on_Twitter_A_social_network_analysis
38:
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Yao et al (2021) Construction Safety
Knowledge Sharing on Twitter: A Social Network Analysis, Safety Science, 143, 105411,
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61:. This theory is one of several models that try to explain the diffusion of innovations, ideas, or commercial products.
611:
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717:
Rose, P.; Kim, J. (2011). "Self-Monitoring, Opinion
Leadership and Opinion Seeking: a Sociomotivational Approach".
625:
144:
There are personal characteristics that make up an opinion leader. Opinion leaders are individuals who obtain more
1022:. Proceedings of the sixteenth ACM conference on Conference on information and knowledge management. p. 971.
1441:
752:
Maslach, Christina; Stapp, Joy; Santee, Richard T. (1974). "Individuation: Conceptual analysis and assessment".
118:
answers the question, "Who is an opinion leader?" One or more of these factors make noteworthy opinion leaders:
1451:
1405:
859:"The Role Of Opinion Leaders In The Diffusion Of New Knowledge : The Case Of Integrated Pest Management"
1446:
1228:
1020:
Proceedings of the sixteenth ACM conference on
Conference on information and knowledge management - CIKM '07
1191:
1297:
1146:
787:
Chan, Kenny K.; Misra, Shekhar (1990-03-19). "Characteristics of the
Opinion Leader: A New Dimension".
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220:
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Childers, T. L. (1986). "Assessment of the psychometric properties of an opinion leadership scale".
178:
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1154:"What Makes Opinion Leaders Sharing Brand Content on Networking Sites (LinkedIn, Viadeo, Xing…)"
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Amiel, Tel; Sargent, Stephanie Lee (2004). "Individual differences in
Internet usage motives".
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Feick, L. F.; Price, L. L. (1987). "The market maven: A diffuser of marketplace information".
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Rogers, Everett M.; Cartano, David G. (1962). "Methods of Measuring Opinion Leadership".
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In a strategic attempt to engage the public in environmental issues and his nonprofit,
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972:"Ambassadors for Science: Harnessing the Power of Opinion-Leaders across Communities"
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1096:"Hitting the Mark with KOL Management: Identification, Segmentation and Targeting"
657:
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274:(Abridged and revised ed.). New Haven: Yale University Press. p. 278n2.
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Weimann, G. (1991). "The influentials: Back to the concept of opinion leaders?".
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1105:"Development and verification of an agent-based model of opinion leadership"
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946:"A Two-Step Flow of Influence?: Opinion-Leader Campaigns on Climate Change"
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578:"The two-step flow of communication: An up-to-date report on an hypothesis"
612:"The Two-Step Flow of Communication: An Up-To-Date Report on a Hypothesis"
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Bandura, Albert (2002), "Social Foundations of Thought and Action",
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Proceedings of the 1st International Conference on Digital Economy
49:. Significant developers of the opinion leader concept have been
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Detecting opinion leaders and trends in online social networks
271:
The Lonely Crowd: A Study of the Changing American Character
27:
Leadership by an active media user for lower-end media users
161:. Research has also found that opinion leaders tend to be
1055:"Identifying Opinion Leaders to Promote Behavior Change"
1173:, Pharma Marketing News, Vol. 2, #10; Reprint #210-01.
98:
In his article "The Two Step Flow of Communication",
1180:". 2nd ACM workshop on Social web search and mining.
645:
International Journal of Agricultural Sustainability
82:
monomorphic opinion leader in the field of computer
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1321:
1270:
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Developing Win-Win Key Opinion Leader Relationships
944:Nisbit, Matthew C.; Kotcher, John E. (March 2009).
268:David Riesman; Nathan Glazer; Reuel Denney (2020).
1103:Anderson, Christine A; Titler, Marita G (2014).
1016:"Identifying opinion leaders in the blogosphere"
312:"The strength of an opinion leader's supporters"
197:, and Science Booster Clubs, coordinated by the
1160:, Carthage < doi:10.1109/ICDEC.2016.7563139]
1014:Song, X.; Chi, Y.; Hino, K.; Tseng, B. (2007).
1288:Manifest and latent functions and dysfunctions
857:Savastano, Sara; Feder, Gershon (2006-05-05).
37:. Opinion leadership comes from the theory of
1199:
8:
754:Journal of Personality and Social Psychology
617:University of Pennsylvania Scholarly Commons
427:Journal of the Academy of Marketing Science
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347:, SAGE Publications Ltd, pp. 94–106,
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656:
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316:Annals of Business Administrative Science
253:Katz, Elihu; Lazarsfeld, Paul F. (1957).
242:
624:(1). Philadelphia, Pennsylvania, USA:
524:Personality and Individual Differences
199:National Center for Science Education
7:
1149:and Organization of Cognitive Labor.
305:
303:
257:(E. ed.). New York: Free Press.
1176:Bodendorf, F., Kaiser, C. (2009). "
377:Social theory and social structure
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551:Journal of Individual Differences
1059:Health Education & Behavior
1006:Keller E. B., Berry J. (2003).
1313:Two-step flow of communication
866:Policy Research Working Papers
801:10.1080/00913367.1990.10673192
39:two-step flow of communication
1:
658:10.1080/14735903.2020.1769808
392:Journal of Marketing Research
1262:Social aspects of television
836:10.1016/j.socnet.2018.08.002
345:The Health Psychology Reader
195:National Academy of Sciences
674:Computers in Human Behavior
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766:10.1037/0022-3514.49.3.729
626:University of Pennsylvania
536:10.1016/j.paid.2010.08.021
1122:10.1186/s13012-014-0136-6
731:10.1007/s12144-011-9114-1
686:10.1016/j.chb.2004.09.002
563:10.1027/1614-0001/a000040
1406:Structural functionalism
1071:10.1177/1090198106297855
970:Nisbet, Matthew (2018).
911:Public Opinion Quarterly
582:Public Opinion Quarterly
497:Public Opinion Quarterly
439:10.1177/0092070396242004
353:10.4135/9781446221129.n6
310:Kuwashima, Yufu (2018).
1229:Influence of mass media
1028:10.1145/1321440.1321588
1010:, New York, Free Press.
1109:Implementation Science
878:10.1596/1813-9450-3916
789:Journal of Advertising
379:. Glencoe: Free Press.
375:Merton, R. K. (1957).
110:Factors for leadership
1152:Karim Grissa (2016),
1147:Bayesian epistemology
953:Science Communication
639:Zhang, Aaron (2020).
329:10.7880/abas.0181009a
1053:Valente, T. (2007).
576:Katz, Elihu (1957).
462:Journal of Marketing
221:Influencer marketing
1437:Mass media theories
179:The Climate Project
1432:Consumer behaviour
1385:Television studies
1308:Semiotic democracy
1303:Opinion leadership
1234:Mass communication
977:Skeptical Inquirer
719:Current Psychology
255:Personal influence
216:Consumer behaviour
157:, they are called
31:Opinion leadership
1414:
1413:
1347:Notable academics
362:978-0-7619-7271-6
281:978-0-300-25347-4
163:boundary spanners
16:(Redirected from
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1442:Social influence
1401:Media psychology
1369:Bernard Berelson
1364:Robert K. Merton
1330:The Lonely Crowd
1278:Culture industry
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