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Opinion Leadership


Published on

November 15, 2016

Published in: Social Media
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Opinion Leadership

  2. 2. Overview Intro to Two-Step Flow & Opinion Leadership The Makings of an Opinion Leader Opinion Leadership vs. Traditional Mass Media Taking Two-Step Flow Online… Why Opinion Leadership Matters Where can we go from here?
  3. 3. Two-Step Flow “Ideas, often, seem to flow from radio and print to opinion leaders and from them to the less active sections of the population.” - Katz and Lazarsfeld (1964, p. 32)
  4. 4. For example…
  5. 5. Defining Opinion Leadership Engaged individuals, with more exposure to mass media and can be found at almost every level of society Opinion leaders “who pay close attention to the mass media add their own thoughts and interpretations to messages before passing them on to their eventual end audiences” (Stansberry 2012, p. 16). A fundamental part of community relationships, and leader influence is tied to a specific group.
  6. 6. For example…
  7. 7. Opinion Leaders vs. Traditional Mass Media
  8. 8. Especially Relevant Today?
  9. 9. Critiques of Two-Step Flow Is two-step flow too simplistic? How much are opinion leaders able to influence others?
  10. 10. Online Opinion Leadership? Uzunoglu and Kip (2014) write, “with the current technological developments, face-to-face communication is no longer the sole determinant of the personal interaction; instead online communities [are] inextricably connected through the Internet” (p.593) The role of influencers online is two-fold: Their first role is of information conduits. The second role primary influencers play is one of shared culture creation.
  11. 11. Looking at Online Opinion Leaders: Notable Studies Uzunoglu and Kip (2014) explored the function of bloggers and micro-bloggers as online opinion leaders, particularly in relation to brand communication Kozinets, De Valk, Wojnicki & Wilner (2010) explored the potential for online opinion leaders to engage in ‘word of mouth’ marketing Vaccari and Valeriani (2015) investigated two distinct ways political communication can occur using Twitter, direct communication to followers and indirect communication (i.e. through opinion leaders)
  12. 12. Revisions and Theory Evolution
  13. 13. Revisions and Theory Evolution
  14. 14. My Study
  15. 15. Summing Up… As long as a number of people belong to the same online or virtual community, they may be influenced by the same group, organization, or individual. Alyssa Simon, BSc Graduate Research Assistant, Applied Communication Research Department of Communication Studies, McCain 306A Mount Saint Vincent University (w) 902-457-5073 (c) 506-608-6706