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<div class="mw-indicators"> </div> <div id="siteSub" class="noprint">From Wikipedia, the free encyclopedia</div> </div> <div id="contentSub"><div id="mw-content-subtitle"></div></div> <div id="mw-content-text" class="mw-body-content"><div class="mw-content-ltr mw-parser-output" lang="en" dir="ltr"><div class="shortdescription nomobile noexcerpt noprint searchaux" style="display:none">Leadership by an active media user for lower-end media users</div> <p><b>Opinion leadership</b> 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 <a href="/wiki/Opinion" title="Opinion">opinions</a>. Opinion leadership comes from the theory of <a href="/wiki/Two-step_flow_of_communication" title="Two-step flow of communication">two-step flow of communication</a> propounded by <a href="/wiki/Paul_Lazarsfeld" title="Paul Lazarsfeld">Paul Lazarsfeld</a> and <a href="/wiki/Elihu_Katz" title="Elihu Katz">Elihu Katz</a>.<sup id="cite_ref-katz1957_1-0" class="reference"><a href="#cite_note-katz1957-1"><span class="cite-bracket">[</span>1<span class="cite-bracket">]</span></a></sup> Significant developers of the opinion leader concept have been <a href="/wiki/Robert_K._Merton" title="Robert K. Merton">Robert K. Merton</a>, <a href="/wiki/C._Wright_Mills" title="C. Wright Mills">C. Wright Mills</a> and <a href="/wiki/Bernard_Berelson" title="Bernard Berelson">Bernard Berelson</a>.<sup id="cite_ref-2" class="reference"><a href="#cite_note-2"><span class="cite-bracket">[</span>2<span class="cite-bracket">]</span></a></sup> This theory is one of several models that try to explain the diffusion of innovations, ideas, or commercial products. </p><p>Opinion leaders play an important role in information flow, because we tend to seek advice from others in the social environment. Information from the <a href="/wiki/Mass_media" title="Mass media">mass media</a> 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. Through knowledge sharing, opinion leaders may help others do jobs better, facilitate personal development and improve personal recognition.<sup id="cite_ref-3" class="reference"><a href="#cite_note-3"><span class="cite-bracket">[</span>3<span class="cite-bracket">]</span></a></sup> </p><p>According to Yufu Kuwashima, an opinion leader’s power and influence come from the network their followers create.<sup id="cite_ref-:0_4-0" class="reference"><a href="#cite_note-:0-4"><span class="cite-bracket">[</span>4<span class="cite-bracket">]</span></a></sup> 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 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.<sup id="cite_ref-:0_4-1" class="reference"><a href="#cite_note-:0-4"><span class="cite-bracket">[</span>4<span class="cite-bracket">]</span></a></sup> In order to effectively influence the opinion of followers, they must find the leader to be above them.<sup id="cite_ref-5" class="reference"><a href="#cite_note-5"><span class="cite-bracket">[</span>5<span class="cite-bracket">]</span></a></sup> </p> <meta property="mw:PageProp/toc" /> <div class="mw-heading mw-heading2"><h2 id="Types">Types</h2><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Opinion_leadership&action=edit&section=1" title="Edit section: Types"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <p>Merton<sup id="cite_ref-6" class="reference"><a href="#cite_note-6"><span class="cite-bracket">[</span>6<span class="cite-bracket">]</span></a></sup> 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.<sup id="cite_ref-7" class="reference"><a href="#cite_note-7"><span class="cite-bracket">[</span>7<span class="cite-bracket">]</span></a></sup><sup id="cite_ref-8" class="reference"><a href="#cite_note-8"><span class="cite-bracket">[</span>8<span class="cite-bracket">]</span></a></sup> An example of a monomorphic opinion leader in the field of computer <a href="/wiki/Technology" title="Technology">technology</a>, 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 <a href="/wiki/Sports" class="mw-redirect" title="Sports">sports</a>) 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,<sup id="cite_ref-9" class="reference"><a href="#cite_note-9"><span class="cite-bracket">[</span>9<span class="cite-bracket">]</span></a></sup> personality strength<sup id="cite_ref-10" class="reference"><a href="#cite_note-10"><span class="cite-bracket">[</span>10<span class="cite-bracket">]</span></a></sup> and generalized opinion leadership.<sup id="cite_ref-11" class="reference"><a href="#cite_note-11"><span class="cite-bracket">[</span>11<span class="cite-bracket">]</span></a></sup> So far, there is little consensus as to the degree these concepts operationalize the same or simply related constructs.<sup id="cite_ref-12" class="reference"><a href="#cite_note-12"><span class="cite-bracket">[</span>12<span class="cite-bracket">]</span></a></sup> </p> <div class="mw-heading mw-heading2"><h2 id="Characteristics">Characteristics</h2><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Opinion_leadership&action=edit&section=2" title="Edit section: Characteristics"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <p>In his article "The Two Step Flow of Communication", <a href="/wiki/Elihu_Katz" title="Elihu Katz">Elihu Katz</a>,<sup id="cite_ref-13" class="reference"><a href="#cite_note-13"><span class="cite-bracket">[</span>13<span class="cite-bracket">]</span></a></sup><sup id="cite_ref-14" class="reference"><a href="#cite_note-14"><span class="cite-bracket">[</span>14<span class="cite-bracket">]</span></a></sup> 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. </p><p>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.<sup id="cite_ref-15" class="reference"><a href="#cite_note-15"><span class="cite-bracket">[</span>15<span class="cite-bracket">]</span></a></sup> </p> <div class="mw-heading mw-heading2"><h2 id="Factors_for_leadership">Factors for leadership</h2><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Opinion_leadership&action=edit&section=3" title="Edit section: Factors for leadership"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <p>In his article, <a href="/wiki/Elihu_Katz" title="Elihu Katz">Elihu Katz</a><sup id="cite_ref-katz1957_1-1" class="reference"><a href="#cite_note-katz1957-1"><span class="cite-bracket">[</span>1<span class="cite-bracket">]</span></a></sup> answers the question, "Who is an opinion leader?" One or more of these factors make noteworthy opinion leaders: </p> <ol><li>expression of <a href="/wiki/Value_(personal_and_cultural)" class="mw-redirect" title="Value (personal and cultural)">values</a>;</li> <li>professional <a href="/wiki/Competence_(human_resources)" title="Competence (human resources)">competence</a>;</li> <li>nature of their <a href="/wiki/Social_network" title="Social network">social network</a>.</li></ol> <p>There are personal characteristics that make up an opinion leader. Opinion leaders are individuals who obtain more <a href="/wiki/Media_coverage" class="mw-redirect" title="Media coverage">media coverage</a> 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.<sup id="cite_ref-16" class="reference"><a href="#cite_note-16"><span class="cite-bracket">[</span>16<span class="cite-bracket">]</span></a></sup> They can compensate by creating a controllable network of followers to interact with and gain recognition from in a social context. Opinion leaders seek the acceptance of others and are especially motivated to enhance their <a href="/wiki/Social_status" title="Social status">social status</a>.<sup id="cite_ref-17" class="reference"><a href="#cite_note-17"><span class="cite-bracket">[</span>17<span class="cite-bracket">]</span></a></sup> Public individualism is the idea that an individual will act different from others because they are different.<sup id="cite_ref-18" class="reference"><a href="#cite_note-18"><span class="cite-bracket">[</span>18<span class="cite-bracket">]</span></a></sup> 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."<sup id="cite_ref-19" class="reference"><a href="#cite_note-19"><span class="cite-bracket">[</span>19<span class="cite-bracket">]</span></a></sup> An opinion leader’s willingness to stand out is what sets them apart from their followers. In the jargon of <a href="/wiki/Public_relations" title="Public relations">public relations</a>, they are called <a href="/wiki/Thought_leader" title="Thought leader">thought leaders</a>. Research has also found that opinion leaders tend to be <a href="/wiki/Boundary_spanning" title="Boundary spanning">boundary spanners</a>.<sup id="cite_ref-20" class="reference"><a href="#cite_note-20"><span class="cite-bracket">[</span>20<span class="cite-bracket">]</span></a></sup> </p><p>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 to followers, but not excessively so, are more effective in transmitting knowledge.”<sup id="cite_ref-21" class="reference"><a href="#cite_note-21"><span class="cite-bracket">[</span>21<span class="cite-bracket">]</span></a></sup> Meanwhile the leader must be close enough in standing to relate to the followers they want to influence.<sup id="cite_ref-22" class="reference"><a href="#cite_note-22"><span class="cite-bracket">[</span>22<span class="cite-bracket">]</span></a></sup> </p> <div class="mw-heading mw-heading2"><h2 id="Examples">Examples</h2><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Opinion_leadership&action=edit&section=4" title="Edit section: Examples"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <p>In a strategic attempt to engage the public in environmental issues and his nonprofit, <a href="/wiki/The_Climate_Project" class="mw-redirect" title="The Climate Project">The Climate Project</a>, <a href="/wiki/Al_Gore" title="Al Gore">Al Gore</a> 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 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.<sup id="cite_ref-23" class="reference"><a href="#cite_note-23"><span class="cite-bracket">[</span>23<span class="cite-bracket">]</span></a></sup> </p><p><a href="/wiki/Matthew_Nisbet" title="Matthew Nisbet">Matthew Nisbet</a> 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 professionals." Examples of initiatives that take this approach include Science & Engineering Ambassadors, sponsored by the <a href="/wiki/National_Academy_of_Sciences" title="National Academy of Sciences">National Academy of Sciences</a>, and Science Booster Clubs, coordinated by the <a href="/wiki/National_Center_for_Science_Education" title="National Center for Science Education">National Center for Science Education</a>.<sup id="cite_ref-24" class="reference"><a href="#cite_note-24"><span class="cite-bracket">[</span>24<span class="cite-bracket">]</span></a></sup> </p> <div class="mw-heading mw-heading2"><h2 id="See_also">See also</h2><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Opinion_leadership&action=edit&section=5" title="Edit section: See also"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <ul><li><a href="/wiki/Caciquism" title="Caciquism">Caciquism</a></li> <li><a href="/wiki/Consumer_behaviour" title="Consumer behaviour">Consumer behaviour</a></li> <li><a href="/wiki/Influencer_marketing" title="Influencer marketing">Influencer marketing</a></li> <li><a href="/wiki/Marketing" title="Marketing">Marketing</a></li> <li><a href="/wiki/Public_opinion" title="Public opinion">Public opinion</a></li></ul> <div class="mw-heading mw-heading2"><h2 id="References">References</h2><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Opinion_leadership&action=edit&section=6" title="Edit section: References"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <style data-mw-deduplicate="TemplateStyles:r1239543626">.mw-parser-output .reflist{margin-bottom:0.5em;list-style-type:decimal}@media screen{.mw-parser-output .reflist{font-size:90%}}.mw-parser-output .reflist .references{font-size:100%;margin-bottom:0;list-style-type:inherit}.mw-parser-output .reflist-columns-2{column-width:30em}.mw-parser-output .reflist-columns-3{column-width:25em}.mw-parser-output .reflist-columns{margin-top:0.3em}.mw-parser-output .reflist-columns ol{margin-top:0}.mw-parser-output .reflist-columns li{page-break-inside:avoid;break-inside:avoid-column}.mw-parser-output .reflist-upper-alpha{list-style-type:upper-alpha}.mw-parser-output .reflist-upper-roman{list-style-type:upper-roman}.mw-parser-output .reflist-lower-alpha{list-style-type:lower-alpha}.mw-parser-output .reflist-lower-greek{list-style-type:lower-greek}.mw-parser-output .reflist-lower-roman{list-style-type:lower-roman}</style><div class="reflist"> <div class="mw-references-wrap mw-references-columns"><ol class="references"> <li id="cite_note-katz1957-1"><span class="mw-cite-backlink">^ <a href="#cite_ref-katz1957_1-0"><sup><i><b>a</b></i></sup></a> <a href="#cite_ref-katz1957_1-1"><sup><i><b>b</b></i></sup></a></span> <span class="reference-text"><style data-mw-deduplicate="TemplateStyles:r1238218222">.mw-parser-output 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"Methods of Measuring Opinion Leadership". <i>Public Opinion Quarterly</i>. <b>26</b> (3): 435. <a href="/wiki/Doi_(identifier)" class="mw-redirect" title="Doi (identifier)">doi</a>:<a rel="nofollow" class="external text" href="https://doi.org/10.1086%2F267118">10.1086/267118</a>. <a href="/wiki/ISSN_(identifier)" class="mw-redirect" title="ISSN (identifier)">ISSN</a> <a rel="nofollow" class="external text" href="https://search.worldcat.org/issn/0033-362X">0033-362X</a>.</cite><span title="ctx_ver=Z39.88-2004&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Ajournal&rft.genre=article&rft.jtitle=Public+Opinion+Quarterly&rft.atitle=Methods+of+Measuring+Opinion+Leadership&rft.volume=26&rft.issue=3&rft.pages=435&rft.date=1962&rft_id=info%3Adoi%2F10.1086%2F267118&rft.issn=0033-362X&rft.aulast=Rogers&rft.aufirst=Everett+M.&rft.au=Cartano%2C+David+G.&rfr_id=info%3Asid%2Fen.wikipedia.org%3AOpinion+leadership" class="Z3988"></span></span> </li> <li id="cite_note-23"><span class="mw-cite-backlink"><b><a href="#cite_ref-23">^</a></b></span> <span class="reference-text"><link rel="mw-deduplicated-inline-style" href="mw-data:TemplateStyles:r1238218222"><cite id="CITEREFNisbitKotcher2009" class="citation journal cs1">Nisbit, Matthew C.; Kotcher, John E. (March 2009). <a rel="nofollow" class="external text" href="http://devcompage.com/wp-content/uploads/2010/12/Nisbet-Kotcher-Opinion-leader-campaigns-on-climate-change.pdf">"A Two-Step Flow of Influence?: Opinion-Leader Campaigns on Climate Change"</a> <span class="cs1-format">(PDF)</span>. <i>Science Communication</i>. <b>30</b>: 341.</cite><span title="ctx_ver=Z39.88-2004&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Ajournal&rft.genre=article&rft.jtitle=Science+Communication&rft.atitle=A+Two-Step+Flow+of+Influence%3F%3A+Opinion-Leader+Campaigns+on+Climate+Change&rft.volume=30&rft.pages=341&rft.date=2009-03&rft.aulast=Nisbit&rft.aufirst=Matthew+C.&rft.au=Kotcher%2C+John+E.&rft_id=http%3A%2F%2Fdevcompage.com%2Fwp-content%2Fuploads%2F2010%2F12%2FNisbet-Kotcher-Opinion-leader-campaigns-on-climate-change.pdf&rfr_id=info%3Asid%2Fen.wikipedia.org%3AOpinion+leadership" class="Z3988"></span></span> </li> <li id="cite_note-24"><span class="mw-cite-backlink"><b><a href="#cite_ref-24">^</a></b></span> <span class="reference-text"><link rel="mw-deduplicated-inline-style" href="mw-data:TemplateStyles:r1238218222"><cite id="CITEREFNisbet2018" class="citation journal cs1">Nisbet, Matthew (2018). <a rel="nofollow" class="external text" href="https://www.csicop.org/si/show/ambassadors_for_science">"Ambassadors for Science: Harnessing the Power of Opinion-Leaders across Communities"</a>. <i><a href="/wiki/Skeptical_Inquirer" title="Skeptical Inquirer">Skeptical Inquirer</a></i>. <b>42</b> (2): 30–31<span class="reference-accessdate">. Retrieved <span class="nowrap">1 June</span> 2018</span>.</cite><span title="ctx_ver=Z39.88-2004&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Ajournal&rft.genre=article&rft.jtitle=Skeptical+Inquirer&rft.atitle=Ambassadors+for+Science%3A+Harnessing+the+Power+of+Opinion-Leaders+across+Communities&rft.volume=42&rft.issue=2&rft.pages=30-31&rft.date=2018&rft.aulast=Nisbet&rft.aufirst=Matthew&rft_id=https%3A%2F%2Fwww.csicop.org%2Fsi%2Fshow%2Fambassadors_for_science&rfr_id=info%3Asid%2Fen.wikipedia.org%3AOpinion+leadership" class="Z3988"></span></span> </li> </ol></div></div> <div class="mw-heading mw-heading2"><h2 id="Further_reading">Further reading</h2><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Opinion_leadership&action=edit&section=7" title="Edit section: Further reading"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <ul><li>Keller E. B., Berry J. (2003). <i>The Influentials</i>, New York, Free Press.</li> <li><link rel="mw-deduplicated-inline-style" href="mw-data:TemplateStyles:r1238218222"><cite id="CITEREFSong,_X.Chi,_Y.Hino,_K.Tseng,_B.2007" class="citation book cs1">Song, X.; Chi, Y.; Hino, K.; Tseng, B. (2007). <a rel="nofollow" class="external text" href="http://portal.acm.org/citation.cfm?id=1321588">"Identifying opinion leaders in the blogosphere"</a>. <i>Proceedings of the sixteenth ACM conference on Conference on information and knowledge management - CIKM '07</i>. Proceedings of the sixteenth ACM conference on Conference on information and knowledge management. p. 971. <a href="/wiki/Doi_(identifier)" class="mw-redirect" title="Doi (identifier)">doi</a>:<a rel="nofollow" class="external text" href="https://doi.org/10.1145%2F1321440.1321588">10.1145/1321440.1321588</a>. <a href="/wiki/ISBN_(identifier)" class="mw-redirect" title="ISBN (identifier)">ISBN</a> <a href="/wiki/Special:BookSources/9781595938039" title="Special:BookSources/9781595938039"><bdi>9781595938039</bdi></a>. <a href="/wiki/S2CID_(identifier)" class="mw-redirect" title="S2CID (identifier)">S2CID</a> <a rel="nofollow" class="external text" href="https://api.semanticscholar.org/CorpusID:16292735">16292735</a>.</cite><span title="ctx_ver=Z39.88-2004&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Abook&rft.genre=bookitem&rft.atitle=Identifying+opinion+leaders+in+the+blogosphere&rft.btitle=Proceedings+of+the+sixteenth+ACM+conference+on+Conference+on+information+and+knowledge+management+-+CIKM+%2707&rft.pages=971&rft.pub=Proceedings+of+the+sixteenth+ACM+conference+on+Conference+on+information+and+knowledge+management&rft.date=2007&rft_id=https%3A%2F%2Fapi.semanticscholar.org%2FCorpusID%3A16292735%23id-name%3DS2CID&rft_id=info%3Adoi%2F10.1145%2F1321440.1321588&rft.isbn=9781595938039&rft.au=Song%2C+X.&rft.au=Chi%2C+Y.&rft.au=Hino%2C+K.&rft.au=Tseng%2C+B.&rft_id=http%3A%2F%2Fportal.acm.org%2Fcitation.cfm%3Fid%3D1321588&rfr_id=info%3Asid%2Fen.wikipedia.org%3AOpinion+leadership" class="Z3988"></span></li> <li><link rel="mw-deduplicated-inline-style" href="mw-data:TemplateStyles:r1238218222"><cite id="CITEREFValente2007" class="citation journal cs1">Valente, T. (2007). <a rel="nofollow" class="external text" href="http://heb.sagepub.com/content/34/6/881.short">"Identifying Opinion Leaders to Promote Behavior Change"</a>. <i>Health Education & Behavior</i>. <b>34</b> (6): 881–896. <a href="/wiki/Doi_(identifier)" class="mw-redirect" title="Doi (identifier)">doi</a>:<a rel="nofollow" class="external text" href="https://doi.org/10.1177%2F1090198106297855">10.1177/1090198106297855</a>. <a href="/wiki/PMID_(identifier)" class="mw-redirect" title="PMID (identifier)">PMID</a> <a rel="nofollow" class="external text" href="https://pubmed.ncbi.nlm.nih.gov/17602096">17602096</a>. <a href="/wiki/S2CID_(identifier)" class="mw-redirect" title="S2CID (identifier)">S2CID</a> <a rel="nofollow" class="external text" href="https://api.semanticscholar.org/CorpusID:9385295">9385295</a>.</cite><span title="ctx_ver=Z39.88-2004&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Ajournal&rft.genre=article&rft.jtitle=Health+Education+%26+Behavior&rft.atitle=Identifying+Opinion+Leaders+to+Promote+Behavior+Change&rft.volume=34&rft.issue=6&rft.pages=881-896&rft.date=2007&rft_id=https%3A%2F%2Fapi.semanticscholar.org%2FCorpusID%3A9385295%23id-name%3DS2CID&rft_id=info%3Apmid%2F17602096&rft_id=info%3Adoi%2F10.1177%2F1090198106297855&rft.aulast=Valente&rft.aufirst=T.&rft_id=http%3A%2F%2Fheb.sagepub.com%2Fcontent%2F34%2F6%2F881.short&rfr_id=info%3Asid%2Fen.wikipedia.org%3AOpinion+leadership" class="Z3988"></span></li> <li><link rel="mw-deduplicated-inline-style" href="mw-data:TemplateStyles:r1238218222"><cite id="CITEREFEric_Johnson" class="citation web cs1">Eric Johnson. <a rel="nofollow" class="external text" href="http://www.insiteresearch.net/LinkClick.aspx?fileticket=N7jFNFTGDbw=&tabid=87">"Hitting the Mark with KOL Management: Identification, Segmentation and Targeting"</a>.</cite><span title="ctx_ver=Z39.88-2004&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Abook&rft.genre=unknown&rft.btitle=Hitting+the+Mark+with+KOL+Management%3A+Identification%2C+Segmentation+and+Targeting&rft.au=Eric+Johnson&rft_id=http%3A%2F%2Fwww.insiteresearch.net%2FLinkClick.aspx%3Ffileticket%3DN7jFNFTGDbw%3D%26tabid%3D87&rfr_id=info%3Asid%2Fen.wikipedia.org%3AOpinion+leadership" class="Z3988"></span></li> <li><link rel="mw-deduplicated-inline-style" href="mw-data:TemplateStyles:r1238218222"><cite id="CITEREFAndersonTitler2014" class="citation journal cs1">Anderson, Christine A; Titler, Marita G (2014). <a rel="nofollow" class="external text" href="https://www.ncbi.nlm.nih.gov/pmc/articles/PMC4177706">"Development and verification of an agent-based model of opinion leadership"</a>. <i>Implementation Science</i>. <b>9</b>: 136. <a href="/wiki/Doi_(identifier)" class="mw-redirect" title="Doi (identifier)">doi</a>:<span class="id-lock-free" title="Freely accessible"><a rel="nofollow" class="external text" href="https://doi.org/10.1186%2Fs13012-014-0136-6">10.1186/s13012-014-0136-6</a></span>. <a href="/wiki/PMC_(identifier)" class="mw-redirect" title="PMC (identifier)">PMC</a> <span class="id-lock-free" title="Freely accessible"><a rel="nofollow" class="external text" href="https://www.ncbi.nlm.nih.gov/pmc/articles/PMC4177706">4177706</a></span>. <a href="/wiki/PMID_(identifier)" class="mw-redirect" title="PMID (identifier)">PMID</a> <a rel="nofollow" class="external text" href="https://pubmed.ncbi.nlm.nih.gov/25260260">25260260</a>.</cite><span title="ctx_ver=Z39.88-2004&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Ajournal&rft.genre=article&rft.jtitle=Implementation+Science&rft.atitle=Development+and+verification+of+an+agent-based+model+of+opinion+leadership&rft.volume=9&rft.pages=136&rft.date=2014&rft_id=https%3A%2F%2Fwww.ncbi.nlm.nih.gov%2Fpmc%2Farticles%2FPMC4177706%23id-name%3DPMC&rft_id=info%3Apmid%2F25260260&rft_id=info%3Adoi%2F10.1186%2Fs13012-014-0136-6&rft.aulast=Anderson&rft.aufirst=Christine+A&rft.au=Titler%2C+Marita+G&rft_id=https%3A%2F%2Fwww.ncbi.nlm.nih.gov%2Fpmc%2Farticles%2FPMC4177706&rfr_id=info%3Asid%2Fen.wikipedia.org%3AOpinion+leadership" class="Z3988"></span> 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 <a href="/wiki/Bayesian_epistemology" title="Bayesian epistemology">Bayesian epistemology</a> and Organization of Cognitive Labor.</li> <li>Karim Grissa (2016), <a rel="nofollow" class="external text" href="https://ieeexplore.ieee.org/document/7563139/">"What Makes Opinion Leaders Sharing Brand Content on Networking Sites (LinkedIn, Viadeo, Xing…)"</a>, in <i>Proceedings of the 1st International Conference on Digital Economy</i>, Carthage < doi:10.1109/ICDEC.2016.7563139]</li></ul> <div class="mw-heading mw-heading2"><h2 id="External_links">External links</h2><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Opinion_leadership&action=edit&section=8" title="Edit section: External links"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <ul><li><a rel="nofollow" class="external text" href="http://www.pharma-mkting.com/news/pmn210-article01.html">Developing Win-Win Key Opinion Leader Relationships</a>, Pharma Marketing News, Vol. 2, #10; Reprint #210-01.</li> <li>Bodendorf, F., Kaiser, C. (2009). "<a rel="nofollow" class="external text" href="http://portal.acm.org/citation.cfm?doid=1651437.1651448">Detecting opinion leaders and trends in online social networks</a>". 2nd ACM workshop on Social web search and mining.</li></ul> <div class="navbox-styles"><style data-mw-deduplicate="TemplateStyles:r1129693374">.mw-parser-output .hlist dl,.mw-parser-output .hlist ol,.mw-parser-output .hlist ul{margin:0;padding:0}.mw-parser-output .hlist dd,.mw-parser-output .hlist dt,.mw-parser-output .hlist li{margin:0;display:inline}.mw-parser-output .hlist.inline,.mw-parser-output .hlist.inline dl,.mw-parser-output .hlist.inline ol,.mw-parser-output .hlist.inline ul,.mw-parser-output .hlist dl dl,.mw-parser-output .hlist dl ol,.mw-parser-output .hlist dl ul,.mw-parser-output .hlist ol dl,.mw-parser-output .hlist ol ol,.mw-parser-output .hlist ol ul,.mw-parser-output .hlist ul dl,.mw-parser-output .hlist ul ol,.mw-parser-output .hlist ul ul{display:inline}.mw-parser-output .hlist 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.navbar-ct-full{font-size:114%;margin:0 7em}.mw-parser-output .navbar-ct-mini{font-size:114%;margin:0 4em}html.skin-theme-clientpref-night .mw-parser-output .navbar li a abbr{color:var(--color-base)!important}@media(prefers-color-scheme:dark){html.skin-theme-clientpref-os .mw-parser-output .navbar li a abbr{color:var(--color-base)!important}}@media print{.mw-parser-output .navbar{display:none!important}}</style><div class="navbar plainlinks hlist navbar-mini"><ul><li class="nv-view"><a href="/wiki/Template:Media_studies" title="Template:Media studies"><abbr title="View this template">v</abbr></a></li><li class="nv-talk"><a href="/wiki/Template_talk:Media_studies" title="Template talk:Media studies"><abbr title="Discuss this template">t</abbr></a></li><li class="nv-edit"><a href="/wiki/Special:EditPage/Template:Media_studies" title="Special:EditPage/Template:Media studies"><abbr title="Edit this template">e</abbr></a></li></ul></div><div id="Media_studies" style="font-size:114%;margin:0 4em"><a href="/wiki/Media_studies" title="Media studies">Media studies</a></div></th></tr><tr><th scope="row" class="navbox-group" style="width:1%">General concepts</th><td class="navbox-list-with-group navbox-list navbox-odd hlist" style="width:100%;padding:0"><div style="padding:0 0.25em"> <ul><li><a href="/wiki/Influence_of_mass_media" title="Influence of mass media">Influence of mass media</a></li> <li><a href="/wiki/Mass_communication" title="Mass communication">Mass communication</a></li> <li><a href="/wiki/Mass_society" title="Mass society">Mass society</a></li> <li><a href="/wiki/Media_ecology" title="Media ecology">Media ecology</a></li> <li><a href="/wiki/Media_literacy" title="Media literacy">Media literacy</a></li> <li>New literacies</li> <li><a href="/wiki/Public_opinion" title="Public opinion">Public opinion</a></li> <li><a href="/wiki/Social_aspects_of_television" title="Social aspects of television">Social aspects of television</a></li></ul> </div></td></tr><tr><th scope="row" class="navbox-group" style="width:1%">Notable theories</th><td class="navbox-list-with-group navbox-list navbox-even hlist" style="width:100%;padding:0"><div style="padding:0 0.25em"> <ul><li><a href="/wiki/Culture_industry" title="Culture industry">Culture industry</a></li> <li><a href="/wiki/Echo_chamber_(media)" title="Echo chamber (media)">Echo chamber</a></li> <li><a href="/wiki/Manifest_and_latent_functions_and_dysfunctions" title="Manifest and latent functions and dysfunctions">Manifest and latent functions and dysfunctions</a></li> <li><a href="/wiki/Media_democracy" title="Media democracy">Media democracy</a></li> <li><a href="/wiki/Mediatization_(media)" title="Mediatization (media)">Mediatization</a></li> <li><a class="mw-selflink selflink">Opinion leadership</a></li> <li><a href="/wiki/Semiotic_democracy" title="Semiotic democracy">Semiotic democracy</a></li> <li><a href="/wiki/Two-step_flow_of_communication" title="Two-step flow of communication">Two-step flow of communication</a></li></ul> </div></td></tr><tr><th scope="row" class="navbox-group" style="width:1%">Notable works</th><td class="navbox-list-with-group navbox-list navbox-odd hlist" style="width:100%;padding:0"><div style="padding:0 0.25em"> <ul><li><i><a href="/wiki/The_Lonely_Crowd" title="The Lonely Crowd">The Lonely Crowd</a></i></li> <li><i><a href="/wiki/The_Power_Elite" title="The Power Elite">The Power Elite</a></i></li></ul> </div></td></tr><tr><th scope="row" class="navbox-group" style="width:1%">Notable academics</th><td class="navbox-list-with-group navbox-list navbox-even hlist" style="width:100%;padding:0"><div style="padding:0 0.25em"> <ul><li><a href="/wiki/Paul_Lazarsfeld" title="Paul Lazarsfeld">Paul Lazarsfeld</a></li> <li><a href="/wiki/Elihu_Katz" title="Elihu Katz">Elihu Katz</a></li> <li><a href="/wiki/Robert_K._Merton" title="Robert K. Merton">Robert K. Merton</a></li> <li><a href="/wiki/Bernard_Berelson" title="Bernard Berelson">Bernard Berelson</a></li></ul> </div></td></tr><tr><th scope="row" class="navbox-group" style="width:1%">Subdisciplines</th><td class="navbox-list-with-group navbox-list navbox-odd hlist" style="width:100%;padding:0"><div style="padding:0 0.25em"> <ul><li><a href="/wiki/Television_studies" title="Television studies">Television studies</a></li></ul> </div></td></tr><tr><th scope="row" class="navbox-group" style="width:1%">Approaches</th><td class="navbox-list-with-group navbox-list navbox-even hlist" style="width:100%;padding:0"><div style="padding:0 0.25em"> <ul><li><a href="/wiki/Media_psychology" title="Media psychology">Media psychology</a></li> <li><a href="/wiki/Structural_functionalism" title="Structural functionalism">Structural functionalism</a></li></ul> </div></td></tr></tbody></table></div>    </div><noscript><img src="https://login.wikimedia.org/wiki/Special:CentralAutoLogin/start?type=1x1" alt="" width="1" height="1" style="border: none; position: absolute;"></noscript> <div class="printfooter" data-nosnippet="">Retrieved from "<a dir="ltr" href="https://en.wikipedia.org/w/index.php?title=Opinion_leadership&oldid=1188108747">https://en.wikipedia.org/w/index.php?title=Opinion_leadership&oldid=1188108747</a>"</div></div> <div id="catlinks" class="catlinks" data-mw="interface"><div id="mw-normal-catlinks" class="mw-normal-catlinks"><a href="/wiki/Help:Category" title="Help:Category">Categories</a>: <ul><li><a href="/wiki/Category:Memetics" title="Category:Memetics">Memetics</a></li><li><a href="/wiki/Category:Consumer_behaviour" title="Category:Consumer behaviour">Consumer behaviour</a></li><li><a href="/wiki/Category:Mass_media_theories" title="Category:Mass media theories">Mass media theories</a></li><li><a href="/wiki/Category:Social_influence" title="Category:Social influence">Social influence</a></li><li><a href="/wiki/Category:Public_opinion" title="Category:Public opinion">Public opinion</a></li><li><a href="/wiki/Category:Attitude_change" title="Category:Attitude change">Attitude change</a></li></ul></div><div id="mw-hidden-catlinks" class="mw-hidden-catlinks mw-hidden-cats-hidden">Hidden categories: <ul><li><a href="/wiki/Category:Articles_with_short_description" title="Category:Articles with short description">Articles with short description</a></li><li><a href="/wiki/Category:Short_description_matches_Wikidata" title="Category:Short description matches Wikidata">Short description matches Wikidata</a></li><li><a href="/wiki/Category:Module:Interwiki_extra:_additional_interwiki_links" title="Category:Module:Interwiki extra: additional interwiki links">Module:Interwiki extra: additional interwiki links</a></li></ul></div></div> </div> </main> </div> <div class="mw-footer-container"> <footer id="footer" class="mw-footer" > <ul id="footer-info"> <li id="footer-info-lastmod"> This page was last edited on 3 December 2023, at 11:11<span class="anonymous-show"> (UTC)</span>.</li> <li id="footer-info-copyright">Text is available under the <a href="/wiki/Wikipedia:Text_of_the_Creative_Commons_Attribution-ShareAlike_4.0_International_License" title="Wikipedia:Text of the Creative Commons Attribution-ShareAlike 4.0 International License">Creative Commons Attribution-ShareAlike 4.0 License</a>; additional terms may apply. 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