Decades of social science research have demonstrated that there is a group of people in any community to whom others look for help in forming opinions on various issues and matters. These are the ?opinion leaders,? the people who lead the formation of attitudes, knowledge, and opinions. This entry describes the definition of opinion leaders, the various measures used to identify them, their characteristics, and their emergence in cyberspace and the new media.
Bibliographical noteMajor Reference Works
- communication networks
- communication theory
- interpersonal communication
- models of communication