Understanding Opinion Leadership and Innovation Diffusion
Classified in Arts and Humanities
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Opinion Leadership
Opinion leadership (or word-of-mouth communication) is the process by which an opinion leader informally influences others, who may be opinion seekers or recipients.
Influence is:
- Interpersonal
- Informal
- Between individuals, none representing a commercial seller.
Parties Involved:
- Opinion Leader: Provides product information and advice.
- Opinion Receiver: Receives solicited or unsolicited information.
- Opinion Seeker: Actively seeks product information and advice.
Category Specific: Opinion leaders specialize in certain product categories.
Two-Way Street: Leaders in one situation may be receivers in another.
Measurement Techniques
- Self-Designated Method: Respondents assess their own opinion leadership.
- Sociometric Method: Individuals identify