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

    … influencers and determine how best to interact with these individuals, as they are going to make a large impact on a brand’s target audience through their opinion leadership and extensive social circles. Below are five tips on how marketers can effectively interact with consumers and gain insight into what type of content drives the most consumer…

    Katy Keim/ Marketing Landin Social Facebook Twitter- 11 readers -
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