Opinion Leadership

Opinion leadership is leadership by an active media user who interprets the meaning of media messages or content for lower-end media users. Typically the opinion leader is held in high esteem by those who accept his or her opinions. Opinion leadership comes from the theory of two-step flow of communication propounded by Paul Lazarsfeld and Elihu Katz Significant developers of the theory have been Robert K. Merton, C. Wright Mills and Bernard Berelson. This theory is one of several models that try to explain the diffusion of innovations, ideas, or commercial products.Merton distinguishes two types of opinion leadership: monomorphic and polymorphic.
Posts about Opinion Leadership
  • 5 Ways Smart Marketers Accrue Social Influence

    It’s no secret consumers have more power than ever regarding a brand’s online reputation. The dynamic nature of social media, coupled with the consumer’s desire for a meaningful online presence, positions marketers at the center of the relationship between the brand and the consumer. That’s why it’s imperative to identify a brand’s online influencers and determine how best ...

    Katy Keim/ Marketing Land- 12 readers -
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