opinion leaders

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opinion leaders

the minority of individuals in any area of social life who influence the ideas of others. LAZARSFELD et al. (1944) introduced this term in connection with their account of VOTING BEHAVIOUR and a TWO-STEP FLOW OF MASS COMMUNICATIONS.
References in periodicals archive ?
With the help of a systematic, interdisciplinary literature analysis, I collected new methods of researching opinion leadership and organized them.
To identify the opinion leaders within the larger population, z-scores were run on the opinion leadership index.
Opinion leadership is the degree to which an individual is able to influence the attitudes and behaviors of others.
Childers, T.L., 1986, "Assessment of the Psychometric Properties of an Opinion Leadership Scale." Journal of Marketing Research, 184-88.
Opinion leadership is not a trait, but rather a role taken by some individuals under certain circumstances (Mitchell, 2001) and therefore everyday opinion leaders are difficult to locate.
This adopter category, more than any other, has the greatest degree of opinion leadership in most systems.
Opinion leadership theory was Chatman's second chosen conceptual framework, as she "was curious about people who are perceived to be information providers" (1996b, [paragraph] 5).
Some diffusion researchers have long maintained that a particular set of factors, such as innovation attributes and opinion leadership variables, were the best predictors of diffusion rates.
He describes the politics of divided government, the ongoing relationship between presidents and the press, the trend to "go public," the role of opinion leadership in foreign affairs, the declining effectiveness of public addresses and the potential for pathology in the form of mistaking bad news for bias and even pandering.
Criteria used to establish "worthiness" often include current sales volume, growth potential, financial stability, management ability, ease to serve, opinion leadership, and needs that match company strengths, among others.

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