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 ?
To identify the opinion leaders within the larger population, z-scores were run on the opinion leadership index.
Hence, we anticipated that social impact goals would be more reflective than personal green consumption goals of global warming beliefs, and that social impact goals would more strongly shape consumption opinion leadership than personal green consumption goals would.
1986, "Assessment of the Psychometric Properties of an Opinion Leadership Scale.
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.
The psychographic variables included here are health consciousness, environmental consciousness, community involvement, trust, opinion leadership, innovativeness, price consciousness, product consciousness, brand consciousness, fashion consciousness, and gender conservatism.

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