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 ?
Meta-analyses have been conducted on the effectiveness of CME lectures and workshops, talks by local opinion leaders, practice guidelines, personal visits to healthcare providers (educational outreach visits), and mass media interventions.
Opinion leaders devour formal communication (see "Unveiling Grapevine Conversations," page 25), making them ideal partners for transforming workplace conversations through the grapevine.
At the same time as the EU survey was being done, the Chicago Council on Foreign Relations commissioned two other surveys--the first to measure the attitudes of the general American public on matters relating to foreign policy, the second to ask American opinion leaders their views on matters relating to foreign policy.
Their studies showed how those opinion leaders who are more exposed to media process the information they receive and forward it to their immediate circle of friends or relatives (Katz and Lazarsfeld, 1955).
It has hosted various cultural events, bringing together opinion leaders living here to share their cultural experiences in Korea.
Opinion leaders are unofficial leaders with the ability to influence other's decisions regarding the adoption of new products, practices, or ideas (Keller & Berry, 2003).
On Jordan's nuclear program for peaceful uses, 6 percent of the national opinion sample and 17 percent of the opinion leaders sample said they read about this program, while 54 percent of the national opinion sample said they did read about it.
RIYADH: Shoura Council Speaker Abdullah Al-Asheikh said Tuesday that intellectuals and opinion leaders play an important role in society.
To be effective in viral marketing campaign, firms must first select proper disseminators, and then use them as opinion leaders to communicate product information with followers via mass media in the online space.
In general, it is assumed that interpersonal communication with opinion leaders is an alternative channel of influence that may interact with mass media communication.
Second, Lazarfeld's theory the, "Two steps flow model" states that mass media influences the opinion leaders, then the opinion leaders impact the individuals.
Contract notice: Hospitality opinion leaders in the region amg.

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