It is the degree to which an individual is able to influence informally the other individuals’ attitudes or overt behaviour in a desired way with relative frequency.
Categories of opinion leaders
Polymorphism It is the degree to which an individual acts as an opinion leader for a variety of topics.
Monomorphism The tendency of an individual to act as an opinion leader for only a single topic.
When a Social systems norms favour change, opinion leaders will become more innovative.